In an effort to appeal to teenagers, Masterfoods’ Snickers brand has created a series of comic-book style digital films featuring will.i.am and Fergie from the Black Eyed Peas and hip-hop artists Taboo and apl.de.ap.


 


The ‘digi-sodes’, called “Instant Def”, will be aired over the Internet beginning in early June.  Four consecutive ‘webisodes’ will be launched at three-week intervals, with the final one available in mid-August.


 


According to Snickers, the four hip-hop musicians star as Snickers factory workers by day, defenders of old school hip hop by night. The foursome discover their superpowers when they come into direct contact with Snickers after an incident at the plant. 

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

 


The idea was created by advertising agency BBDO New York in collaboration with Form TV’s Jesse Dylan and will.i.am, who also created the theme song and mixed music for all of the ‘sodes.’


 


“You know, this is fresh,” will.i.am said. “You mean I can make music, incorporate it into a film that’s on the Internet and wherever else we can get it played? Oh, that’s tomorrow all the way.”


 



Snickers expects the campaign to be a hit with the important teen audience. Jimmy Smith, executive creative director at BBDO New York and co-creator of the campaign, said: “This is definitely a story our audience will want to check out. We’re talking music, superheroes, comic book graphics … everything that’s pop, wrapped up in an instant.”

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now