Gut Bomb

New work from Barkley launching Smoothie King’s new Smoothie Bowls. This is the first work to break from Barkley, since the independent creative idea company was named AOR for Smoothie King.

The integrated campaign just launched with the TV spot “Gut Bomb,” which addresses how chowing down on a heavy meal can make you feel like you’re going to explode. Many of us have experienced the feeling after eating a greasy cheeseburger and fries – of it turning into a giant Gut Bomb. In this spot, Smoothie King saves a fumbling fast-food feaster with a blur of blending visuals and SFX that capture a Smoothie Bowl being made. It’s a stark contrast to the sounds of a greasy burger sizzling and fries bubbling in oil and shows how Smoothie King is coming to the rescue with a mealtime solution that is healthier and lighter than many fast food competitors. The giant super slammed across the screen declares, “DON’T LET A GUT BOMB DESTROY YOUR DAY,” because there’s now a better alternative to fried food. The spot also features several of Smoothie King’s six new Smoothie Bowls, which are handcrafted with an açai or pitaya base and topped with fresh ingredients like ripe berries, organic Purely Elizabeth® Granola, and a savory peanut butter drizzle. The spot ends with a power close — a strong hand comes in and slams a spoon into a Smoothie Bowl like a mountain climber triumphantly planting a flag into the ground, because this isn’t an extended pinky finger, tea-time treat. Smoothie Bowls are power-packed with quality ingredients that will fill you up without weighing you down.

Is it a humorous exaggeration? Absolutely not. It’s basically a 30-second gastronomic documentary based on scientific facts and how many people feel after falling victim to fast food.

The campaign, which will continue to roll out for the next 4 to 6 weeks, also includes radio, in-store POP and a full social campaign, which is supported by 12 well known health and fitness influencers.