Fruit by the Foot is a fruit flavored snacke made by Betty Crocker (General Mills), three feet long, with a loop at the end. The product is most popular among young people, a fact celebrated in this series of commercials featuring two boys who compete with each other to replace valuable items with Fruit by the Foot. “Replacement” won a Gold Film Lion at Cannes International Advertising Festival. The 15 second ads, “Future”, “Sweater”, “Memory” and “Snake” were shortlisted.
Click on the image below to play the Replacement video in YouTube (HD)
Click on the image below to play Future, Memory and Replacement in YouTube (HD)
The Fruit by the Foot campaign was developed at Saatchi & Saatchi New York by chief creative officer Gerry Graf, creative directors Ralph Watson and Dan Kelleher, art director Dan Lucey, copywriter Michael Illick, agency producer John Doris, account supervisor Lisa Miller.
Filming was shot by director Tom Kuntz via MJZ Los Angeles with producer Scott Kaplan. Editor was Gavin Cutler at Mackenzie Cutler. Post production was done at The Mill, New York, by colorist Fergus McCall and online editor Tristan Wake.