A candy bar is looking for a director


Nestle USA, the maker of the Butterfinger candy bar, is looking for a director. The mission: create a video showing just how far you’d be willing to go to protect their bar in one of four general categories. The winner will earn cash and get to see the winning idea transformed into an actual television commercial.

The categories are 1) Best Use of a Gadget; 2) Epic Fail; 3) Sweetest Kung Fu Moves; and 4) Workplace Shenanigans. Although the commercial will only be 0:15, contestants will have a full 1:00 to work with under terms of the contest. Each video absolutely must incorporate a Butterfinger candy bar – which should be obvious.

The winner will earn $25K and see their idea compressed into its eventual commercial form.

“We know that no one can express the one-of-a-kind Butterfinger experience better than a real-world fan,” said spokesperson Tricia Bowles of Nestle USA Confections & Snacks, “and since our biggest fans are also avid social media users, we’re hoping to find ‘a vlogger with a vision’ to potentially become the next commercial video sensation.”

RBR/TVBR observation: This is obviously a national campaign, but we got to wondering, wouldn’t this be a great way to generate engagement with viewers at the local level? And why not extend the idea to radio, where the barriers to entry are even lower than they are for video (as low as that is today). In both cases, it will provide a reason for your audience to go to your website, and may be an excellent program to suggest to one of your local advertising clients.