Slim Jim: advert-body-2 by Match Marketing Group

It doesn’t matter if you’re a tied up bank guard, an EMT performing the Heimlich maneuver on a choking diner or even a medieval knight, there are no excuses for not snapping into a Slim Jim. That’s the concept behind the new multi-platform campaign directed by John Grammatico of production company Spears & Arrows for the popular beef jerky snacks via agency Match MG, Chicago.

Three 15-second spots just began airing nationally, with a robust online/social media campaign, as well as cinema spots, to roll out in coming weeks.

The three spots have a similar set up, with each protagonist complaining about their hunger while those around them all munch on Slim Jim’s and display zero sympathy. However, the absurd punch lines are all uniquely their own.

The spot “Bank Tellers” features a tied up bank guard complaining that “lunch was so long ago” while the tellers, a fellow guard and the bank robber himself all eat a Slim Jim while imploring him to shut up; in “Heimlich” an EMT performing the Heimlich on a choking restaurant patron complains that he’s hungry all while his co-workers and literally every customer in the restaurant, including the eventually saved victim, eat Slim Jim’s. Each spot ends with the voiceover saying “Snap into bold flavored protein - snap into a Slim Jim.”