Airheads Features Humorous Skip Ads in First Work From Highdive

Candy brand Airheads is having some fun with skippable ads with short spots that transform adult situations into playful moments, with the Airheads logo inserting itself into scenes.

The work is the first from Adweek 2020 Breakthrough Agency of the Year Highdive—which was named creative agency of record for Perfetti Van Melle USA brands, including Airheads and Fruit-tella—and it’s centered on the brand’s desire to find play in any situation for people of all ages.

The concept for the 15- and 6-second ads is that people love to skip ads when they can, so Highdive transformed the skip button from typical preroll ads into humorous moments that disrupt scenes like a construction site, a horror movie and a yard sale.

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