​Stay home and snack

With staying in being the new going out, the popcorn brand launches a fun music-video style ad that extols the virtues of spending a good night in with some nibbles. 

Created by 360i and directed by Kimberly Stuckwisch through Scheme Engine, the spot, Whole Bag Kinda Night, features four sassy, diverse women relishing the consumption of entire bags of healthy popcorn, whether it be in their sitting rooms, offices or bathtubs. 

While it celebrates the excess of finishing the bag, it also eludes to the safe option of staying away from parties or gatherings. 

Executive Creative Director of 360i, Devon Hong, commented: “Having a shared apartment to yourself sans roommates, cancelling fancy dinner plans, locking yourself in the bathroom for some ‘me time’ and shutting down Zoom all felt like sacred, authentic moments. We built out the characters and truly looked at each as heightened versions of an archetype.” 

The creatives drew inspiration from K-Pop and used an original track and lyrics created by music studio Heavy Duty.