THG Studios takes Swizzels’ Squashies to TV with HFSS-compliant campaign

THG Studios has created Squashies' first TV commercial for Swizzels, following on from the pair's campaign in the first half of the year.

The ad, See the Squashies Side of Life, was first shown on ITV1 at 20:15 on Monday 20 July.

The idea is to squash the overly serious moments of daily life. A cast of exaggeratedly uptight characters are gently squashed back into a lighter mood so they can ‘see the Squashies side of life’.

In the H1 campaign THG Studios made a series of social-first ads for the Squashies range. The new work takes the concept onto television for the first time.

THG Studios filmed the ad at several locations and handled visual effects and post-production, producing a bright and playful spot in keeping with the brand.

Working within HFSS rules

The campaign was developed with the UK's HFSS (high in fat, salt and sugar) advertising restrictions in mind.

The agency built a creative platform around the ‘squash moment’ that can express the brand's personality with or without showing the product. The same thinking shaped the media plan, with placements around the watershed so that both HFSS-compliant and non-compliant Squashies variants can be advertised.

Rob Sanderson, group creative director at THG Studios, said: “Squashies has always been about not taking life too seriously, and this campaign proves that idea travels brilliantly from social straight onto the biggest screen in the house. Taking a creative platform this playful onto TV for the first time is exactly the kind of work we love making at THG Studios and doing it in a way that stays true to the brand, while squarely on the right side of today’s HFSS rules, made it even more rewarding.”

Lawrence Alcock, creative lead at THG Studios, said: “At one point or another anyone who’s ever been partial to Squashies sweets will have put one between their thumb and four finger and given it a good Squash. In fact, it’s difficult to get through a packet without squashing at least one or two of them. It’s a feeling of satisfaction, a moment of ASMR delight. Imagine being able to do this to the most annoying, uptight people in everyday situations. That same satisfaction for just a few seconds, giving them a gentle squash and helping them see the ‘Squashies side of life’.”

Clare Lynch, senior brand manager at Swizzels, said: “In this new commercial, we wanted to capture the fun, feel-good nature of the Squashies brand and the unique soft texture, ‘squashing’ a world that can take itself a little too seriously. THG Studios has brought this vision to life and their creative, agile approach means we have a playful, engaging advert that perfectly encapsulates Squashies whilst raising awareness of the brand as it continues to grow.”