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Agency: 22squared
Date: Apr 2018
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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.


Client: Baskin-Robbins

Campaign Title: Baskin-Robbins Got Me Like

Agency: 22squared

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

Music Composition

HiFi Project

Executive Producer/ Music Supervisor - Jack Bradley

Composer/Producer/Writer - Max Petrek

Audio Engineering SFX, VO record and Mix

Bare Knuckles

Buddy Hall - Executive Producer

Chris Nicholson (C2) Sound Designer/Engineer