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By Audrey Kemp | LA reporter

October 9, 2023 | 2 min read

Atkins’s new ad sees the renowned comedian wonder how her famous friend eats so much candy and stays so trim.

In a new Atkins commercial, comedy actor Wanda Sykes has a few questions for Rob Lowe about his obsession with the low-carb packaged food brand.

The commercial, titled ‘Candy Drawer,’ marks the first piece of work from Atkins’s new campaign, ‘Who Knew?’ which unveils surprising facts about the brand.

In the spot, Sykes and Lowe’s son, John Owen Lowe, poke fun at the actor, who has been the brand’s spokesperson since 2018. By his own admission, Lowe is mindful of carbs and sugar and emphasizes protein and healthy fats in his everyday life; he readily credits Atkins products for satisfying his cravings while keeping his healthy lifestyle on track.

The spot is meant to increase Atkins’s brand relevance among younger generations of consumers who are seeking decadent snacks that are lower in carbs and sugar.

Linda Zink, chief growth officer at Simply Good Foods, commented: “Atkins is a trusted leader in weight management and low carb innovation. The essence of this campaign is to make the viewer think differently about Atkins and consider our delicious products when they may not have before. The witty dynamic between Rob, Wanda and Johnny will bring a new level of engagement and relevance to Atkins.”

The Acme Idea Company, a strategic and creative agency that has worked with Atkins since 2017, is leading the Who Knew campaign.

’Candy Drawer’ is the first spot in a series that launches on cable television, streaming and digital channels across the US. It will run on NFL Thursday Night Football on Amazon Prime on October 12, and on Sunday Night Football on CBS Network on October 22.

The remaining spots in the ’Who Knew’ campaign will roll out throughout the next year.

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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