Lunchables’ supersized snacks

Created by Goodby, Silverstein & Partners, these two films for Lunchables celebrate the vivid imaginations of kids playing with their food in the best way possible – by making merry monsters from their nibbles.

Helmed by Oskar Bård, through Hobby Film, the two spots showcase the ‘Lunch-a-Build’ possibilities, including a large crackers, ham 'n' cheese Hippo, being paraded round the neighbourhood by its proud designer and a leggy Kaiju-style critter who accidentally terrorises a city in the cinematic film Invasion. 

Shot in Montevideo, Uruguay, Invasion required a blend of physical effects and CG to transform the city into a sprawling, US-style metropolis. Local vehicles were dressed and painted to look like US school buses and taxis. Giant prop pieces of cheese, ham and crackers rained down on a cast of 60 extras and 20 picture cars. “It felt more like a feature film shoot than a commercial,” says EP John Gerard. “We had a lot of conversations about how far to push the destruction. We wanted to get that epic feel of a Godzilla movie, but without scaring the kids at home. It was fun trying to get that balance just right.”

While Bård commented: "I love cheese and I love monsters. It was a perfect match.”