Kinder Bueno's space oddity

Kinder Bueno has launched its first-ever Super Bowl campaign, featuring style expert, Daphne founder and co-host of Giggly Squad, Paige DeSorbo, alongside Hollywood actor William Fichtner.

Created by Anomaly New York and directed by Björn Rühmann through SMUGGLER, the 30-second spot shows us a space-themed adventure which follows two astronauts navigating a dangerous journey through a starry galaxy while mission control's Fichtner and DeSorbo track their progress. Our adventurers encounter meteor showers, aliens and a trip through a black hole, all moments that would, typically, be 'No Bueno', but which here, with the addition of a Kinder Bueno, are reframed as 'Yes Bueno'.

To bring cinematic scale to the spot, production shipped in a real spacecraft fuselage complete with working lights, along with authentic astronaut suits and helmets. Rather than filming the control room in a traditional office setting, production design used a volumetric screen to create one wall of the set, housing emergency graphics and spaceship visuals while also influencing the lighting. The same volumetric screen was used to capture the experience of traveling through a black hole, with the in-camera graphics reflecting off the actor’s face to create an immersive effect.

To further ground the campaign in practical filmmaking, the team built a physical alien planet miniature set with in-camera lighting passes, pushing beyond traditional post-production VFX. The spot was brought to life by production designer Jeremy Hindle and director of photography Mike Gioulakis.

“Yes Bueno is intentionally and overtly simple,” said Dan Shapiro, Group Creative Director at Anomaly. “When we had the opportunity to bring it to the biggest stage, we leaned into the scale people expect in a self-aware, tongue-in-cheek way. Having world-class partners across production, and trusting clients with a sense of humor, gave us the freedom to fully embrace that ambition. By treating something small and delicious with total seriousness and repeating that brand name, Yes Bueno turns a simple product truth into something huge, fun, and strong enough to carry the brand long after the game is over.”