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Adams&Partners Launches First-Ever thinkThin Campaign

Newly-launched Venice,California-based agency Adams&Partners have debuted the first-ever campaign for thinkThin, which positions the “nutritionally balanced high protein bars” as something you don’t have to feel guilty about — unlike some other things.

The 30-second “Runner” takes this idea in a somewhat uncomfortable direction, with a group of women lecherously staring at a nearby guy on a morning run. When he passes them, he recognizes one of the women, saying, “Oh, hey Mrs. Adams. Hey, say ‘hi’ to Brian for me.” A voiceover follows, saying, “There are lots of things to feel guilty about. thinkThin isn’t one of them.” A second spot, “Text”also tackles mom guilt issues, but chooses a less uncomfortable target than staring at your son’s friend’s ass, which perhaps takes the approach a bit too far.

“We all have things that we feel guilty about,” explained Chris Adams, executive creative director at Adams&Partners. “This campaign is about laughing at the little things that make us feel guilty every day, while making the more serious point that eating thinkThin bars is something you should never have to feel guilty about.”

We’ve included “Text,” along with credits, after the jump.

Credits:

ADVERTISING AGENCY: adams&partners

EXECUTIVE CREATIVE DIRECTOR: Chris Adams

CREATIVE DIRECTOR / ART DIRECTOR: Susan Alinsangan

CREATIVE DIRECTOR / WRITER: Ron Schlessinger

EXECUTIVE PRODUCER (AGENCY): Laura Ferguson

BRAND STRATEGIST: Valerie Krause

PRODUCTION ARTIST: May-may Chan

INTERACTIVE ART DIRECTOR: Eric Hallmann

SOCIAL MEDIA AGENCY: Marci Ikeler, Little Arrows

PRODUCTION COMPANY: Epoch Films

DIRECTOR: Michael Downing

EXECUTIVE PRODUCER: Melissa Culligan

HEAD OF PRODUCTION: Megan Murphee

PRODUCER: Eric Sedorovitz

DP: Bob Richardson

PRODUCTION SUPERVISOR: Kevin Clark

EDITORIAL COMPANY: Arcade

EDITOR: Will Hasell

MANAGING PARTNER: Damian Stevens

EXECUTIVE PRODUCER: Nicole Visram

POST PRODUCER: Leslie Carthy

ASSISTANT: Eddie Mikasa

TELECINE: Company 3

PRODUCER: Matt Moran

COLORIST: Sean Coleman

ONLINE & FX: Timber

ARTIST: Miles Kinghorn

EXECUTIVE PRODUCER: Chris Webb

MIX: Play

ARTIST: John Bolen

EXECUTIVE PRODUCER: Lauren Cascio

MEDIA AGENCY: Starcom MediaVest

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