July 19, 1999
By Angela Dawson
Annabelle Candy Co. is hoping that the old saying "You are what you eat" will be taken literally by consumers - the company's TV campaign for its Big Hunk bar plays on the double meaning of the candy's name.
Two black and white ads from Santa Monica, Calif.-based The Miller Group feature everyday people talking about what a "big hunk" means to them.
One spot features a gawky, bespectacled adolescent who relates his problems communicating with girls. "I can't go out and have a conversation with somebody, because usually I think what I'm saying doesn't make any sense," he says. Near the end of his confession, a voiceover says the tag, "Big Hunk. If you can't be one, eat one."
A second spot features a tall woman whose dream is to find a man she can look up to. The commercial broke in Northern California and will roll out to other markets soon. The client, which has marketed candy bars since the 1950's (including Abba Zabba and Rocky Road), is spending a not-so-hunky $500,000 or so on the effort.
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