Parents always tell young children not to play with their food. Usually, when those kids get older, they have better things to do than use snacks as chess pieces. However, the two whitebread kids in the new Bugles commercials probably don’t have quality social lives, so to pass the time, they play five dull games with their snacks. Why five? Your guess is as good as mine.

The Bugles campaign from Cossette Toronto harks back to the awkward sitcom era of the 70s and early 80s. Notice the random tablet/lamp combination in the background of a few of the spots for added effect. Not much to report here other than an overabundance of blandness. The actors look bored. The voiceover guy sounds bored. Hell, even the Bugles seem bored, and they’re inanimate.

The creative team behind the ads may not be aware of this, but nobody actually eats a Bugle in any of the commercials. The ginger kid tries to catch one in his mouth and misses. And this is for a food spot? Aren’t you supposed to make people want to eat the product? Once I wake from my Bugle-induced nap, I’ll probably be even more confused. Credits and another video after the jump.

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