The campaign rejects pretentiousness and ostentatiousness in favor of a straightforward approach: simple and honest advertising for a simple and honest product. The self-aware and irreverent tone spanned film, digital, out-of-home, and radio. The visuals were uncomplicated, straightforward, and spoke directly to the brand. In film and radio, we tapped the bold “no B.S.” actor and rapper Ice-T.
RXBAR: No B.S.
FoodPortlandThe ad campaign that tells it like it is
The campaign rejects pretentiousness and ostentatiousness in favor of a straightforward approach: simple and honest advertising for a simple and honest product. The self-aware and irreverent tone spanned film, digital, out-of-home, and radio. The visuals were uncomplicated, straightforward, and spoke directly to the brand. In film and radio, we tapped the bold “no B.S.” actor and rapper Ice-T.
That was a commercial.
The results were a catchy, simple advertisement that anyone could get behind. No fluff, no theatrics—just the product (and Ice-T) speaking for itself.