It's Magic

Magic Spoon - the inventors of sweet childhood cereal grownups can actually eat, with natural protein and very little sugar - figured out a way to make a protein bar that’s just like the crispy rice treats we enjoyed as kids.

In the spot, we see founders Gabi & Greg wondering if people even want a crispy childhood treat with 12g protein and only 1g sugar. “Well protein bars aren’t very fun,” says Greg as they turn to see people trying to chew through dense protein bars. “Hmm, let’s give it a try.”

The protein bars turn into Magic Spoon Treats, and the people find themselves in an amped up 90s extreme kids commercial from when they were young. A guy in yoga gear is suddenly in multicolored 90s pants and playing an improbable guitar solo on a flying V. A businesswoman is suddenly on a skateboard grinding a curb in a colorful throwback jumpsuit.

A second, food-focused campaign shows what looks like a crispy treat, revealing it’s actually good for you, despite tasting and crunching quite deliciously.

Guesthouse won the assignment in a pitch in June. We concepted and produced 2 campaigns with :30s, 15s, and :06s for TV, CTV, and paid social, with our own Wes Whitener directing and Guesthouse as the production company.