For the 2026 campaign, my AD partner and I came up with the “Take your brain out” theme and the visual motif of treating kids’ brains like adventure-loving sidekicks. Then I wrote some initial lines that turned into lyrics for the song as the agency took this idea and ran with it across animated video and traditional OOH. They even recruited kids to get out and make wild postings near schools.
Credits: Sukle Advertising & Design; Mike Sukle, Founder/CCO; Mel Simonich, CD/writer; Dan Delli-Colli, AD; Dain Williams, AD; Matt Carpenter, Digital artist; Michon Schmidt, Director of Production; Passion Commercials, Production; Anna Mantzaris, Director; Neysa Horsburgh, Exec. Producer; Steven Riley, Producer; Anna Mantzaris, Joshua Luigi Bowen, Editors; 5 a.m., Studio; Patrick Raats, Jens Gulliksen, Stop motion animators; Stone Dogs, Composite/Color; Singing Serpent, Music.
During the Covid pandemic, kids and parents alike were more stressed than ever. Remote learning. Lots of screen time. And fewer chances to hang out with their friends. So we positioned outdoor time as the antidote that helps “turn your kid into a kid again.”
Credits: Sukle Advertising & Design; Mike Sukle, CD; Rachel Hickey, AD; Michon Schmidt, Producer; Futuristic Films, Production; Elizabeth Orne, Director; Christian Silberbauer, Exec. Producer; Kari Jo Faulhaber, Post Producer; Matt Wade, Editor; Alkemy X, VFX; Jep Hill, VFX Supervisor; Albert Mason, Head of Production/VFX; Coupe Studios, Audio; Aaron Garrison, Producer; Alex Hawley, Sound Designer. Craig DeLeon, Music Composer.