Baskin-Robbins has launched a new ad campaign which leverages the popular ‘Got Me Like’ meme to capture the joy of ice cream for younger audiences.
‘Baskin-Robbins Got Me Like’ marks a strategic shift for the brand, away from product-focused advertising to a more emotion-driven brand campaign, which was created by Baskin-Robbins’ agency of record, 22squared.
The campaign uses bright colors, music, dance, internet memes, animation, pompadours and overall silliness to convey an upbeat message. The campaign idea came about when the 22squared creative team tried to describe the joyous feeling that comes from Baskin-Robbins ice cream, and continually referenced the commonly shared Got Me Like gifs. The creatives realized that the gif perfectly articulated the joy of eating Baskin-Robbins, so they made that the centerpiece of the campaign.
Campaign Title: Baskin-Robbins Got Me Like
Agency Location: Atlanta
Executive Creative Director: Al Patton
Creative Director/Copywriter: Curt Mueller
Associate Creative Director/Copywriter: Alex Lukacs
Senior Art Director: Pete Kehr
Executive Producer: Matt Silliman
Production Coordinator: Patrick Clarici
Executive Director Account Management: Annette Sally
Account Director: Ashley Keetle
Production Companies: Psyop/Oona Media
Directors: Georgia Tribuiani & Trevor Conrad
Chief Executive Producer: Justin Booth-Clibborn
Executive Producers: Monica Reimold/Josh Courtney
Producer: Desiree Laufasa
Post Production Producer: Nathan Lupetow
Executive Producer/ Music Supervisor - Jack Bradley
Composer/Producer/Writer - Max Petrek
Audio Engineering SFX, VO record and Mix
Buddy Hall - Executive Producer
Chris Nicholson (C2) Sound Designer/Engineer