Kumail Nanjiani caught cheating with help From Quest

There’s only one way to make the impossible possible, and stand-up comedian and actor Kumail Nanjiani is out to prove that there’s such a thing as a ‘good’ cheat. You don’t have to compromise on taste or nutrition, because with Quest Snacks “It’s Basically Cheating.”

Quest and its newly appointed creative AOR BBH USA are launching the first campaign from the new partnership to let everyone know it’s possible to have your cake (cookie dough and nacho cheese) and eat it too with Quest’s protein-packed snacks. The new campaign kicks off the brand’s significant marketing push, slated to air in mid-March continuing through March Madness and beyond by showing health-conscious consumers not all cheating is bad.

In a new long-form spot, Kumail Nanjiani kayaks across a lake, performs gravity-defying ice skating tricks, and builds a sandcastle 40 feet tall. All made possible by the help of tugboat drivers, intricate hydraulic machinery, and construction crews, with delicious Quest bites in hand to aid in the cheat of delivering the unthinkable. Quest is revolutionizing snacking by making the hardest of quests feel fun and easy.

The campaign positions Quest as a nutrition brand that encourages ‘the cheat.’ Because we all need a good cheat or lifehack, and Quest makes nutritious and delicious snacks that help you reach your goals.

Quest Nutrition – It's Basically Cheating

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Agency BBH/New York

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Agency BBH/New York
Talent Kumail Nanjiani
Chief Creative Officer Erica Roberts
Group Creative Director Peter Defries
Group Creative Director Alan Wilson
Associate Creative Director Kara Gonchar
Senior Art Director Ron Chong
Senior Art Director Maria Leiva

Head of Design Hernan Ibanez
Designer Richard Supriano
Executive Producer Miral Patel
Head of Production (HP) Deb Archambault
Senior Producer Doug Harrison

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"At Quest, we aim to revolutionise snacking by flipping the macros of all the foods you love upside down, so they are big on protein, low on sugar and huge on flavor” said Stuart Heflin, General Manager and SVP, Quest Brand Marketing at Simply Good Foods. “This campaign leans into the idea that we all need a good cheat or lifehack to help make our personal quests a little easier and a lot more fun. Partnering with great comic talent like Kumail does just that to inject cheeky entertainment and cultural relevance into our brand vision.”

Kumail Nanjiani said: "I discovered Quest when I was getting in shape for a role and it became my go-to snack because they have something for every craving and it’s actually good for you,” said actor/comedian Kumail Nanjiani. “This campaign was really fun to shoot, and I got to work and creatively collaborate with a brand that I’m truly a fan of.”

“In a category where customers have grown accustomed to sacrificing taste for macros, all you have to do is take one bite of Quest nacho chips or their PB cups to understand how we arrived at “It’s Basically Cheating,” said Erica Roberts, Chief Creative Officer of BBH USA. “Quest’s sinfully good snack hacks have been a guarded secret within the fitness world for a long time, and we’re so excited to help the brand finally spread the word around these tasty ‘cheats’ in their first-ever national brand campaign.”