A Giant Glowy Gummy Worm Invades Earth in Quirky Sweet Campaign

Trolli is the original gummy worm inventor, who has been in the business now for more than 30 years. With a track record of bizarre, spooky and out-of-the-box (or should we say bag?) ad campaigns, which feature stop motion animated monsters who change upon eating the gummy, one can expect that whatever comes next will be unexpected.

This time around it’s no different. With the help of director Emma Debany, the brand has released their latest campaign titled 'Eat Me'. 

The work aims to highlight the new Sour Electric Crawlers, Trolli’s latest gummy worm flavours. Thanks to Emma’s distinct comedic tone, which fits perfectly with the irreverent and bizarre direction of the brand, even at only 15 seconds in length, there is a moment to shine for every actor on screen, including the little worms. 

For anyone who hasn’t encountered Emma Debany’s work before, this is a perfect example of the kind of unexpected creatures one might encounter in it. The two commercials titled 'Thrift Store' and 'Office' star a giant (CGI) glowy gummy worm that gains the power to invade the earth from being eaten and wants to tempt everybody to take a bite. Probably would look scary if seen in real life, but it’s almost sweet on camera. 

Hope Hruska, Trolli’s brand manager describes this campaign as an evolution of the fantastical world which the worms have inhabited until now, as this is the first time they come into the real world. 

The campaign is directed towards gen z, as reflected in the spot Thrift Store, but it expands its target consumer demographic with Office to reach a wider appeal. We guess demographic doesn’t matter when it comes to being possessed by a gummy worm. It will run the rest of this year and into 2024 across digital and social media.