This is a funny spot. It will do nothing for Lifesavers. It won't change their image. It won't make them cool. In fact, the idea that someone doesn't know what a muffin top is as the premise of a commercial, might make them even less cool. There is no information in the commercial. Outside of disseminating (or to be genderly-balanced, de-ovary-nating) the Lifesavers' name--which is confined literally to the last 50 or so frames of the spot--I see no purpose whatsoever in this execution. They'd have been better off buying a :04 and doing some nifty graphic crap with the logo. An utter waste of money. However, this is the kind of work traditional Madison Avenue extols. Duh.
http://creativity-online.com/?action=news:article&newsId=122277
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