Surprise - Tic Tac | Clapboard Ad Archive

Tic Tac’s 2013 campaign Surprise from Havas is a sharply executed animated film that distills the brand’s playful exuberance into a vibrant confectionery narrative, using character-driven storytelling to elevate Tic Tac’s core promise of refreshment as a catalyst for everyday delight. In a market where confectionery and snacks brands struggle to differentiate on more than flavor or function, Tic Tac asserts itself through creative devices that go beyond direct product demonstration, instead orchestrating a whimsical world where the arrival or consumption of a Tic Tac sets off the film’s unexpected and uniquely enjoyable twist. Echoing what Clapboard’s taxonomy would classify as FORMAT#6—Benefit Causes Story, the campaign constructs a narrative where the product’s intrinsic benefit triggers the entire outcome, eschewing overt problem-solution claims or celebrity-led antics in favor of a self-contained animated universe engineered for emotional reward. The agency’s choice to deliver this campaign in English speaks directly to ambitions of accessibility, positioning the Italian market launch with an eye towards cross-market resonance, and blurring the lines between local nuance and global creative standards. Against a competitive confectionery landscape dominated by traditional, sometimes formulaic messaging, the campaign’s commitment to artful animation and story-driven engagement not only makes the brand more relatable but also signals an investment in long-term brand equity over momentary tactics. The absence of recurring mascots or gameplay mechanics means Surprise is both unburdened by character continuity and more nimble in appealing to shifting audience tastes, especially as animation unlocks an expressiveness and universality difficult to achieve through live-action or testimonial formats. Havas leverages this freedom to create a piece that is unmistakably on-brand yet feels contemporary, sustained by a visual language that renders Tic Tac’s impact practically tangible. With a campaign that achieves cohesion between agency vision, tonal consistency, and a market-aware creative execution, Tic Tac manages to reinforce its heritage as a fun and spontaneous treat while modernizing its brand image for new audiences. Clapboard rates this 63/100. For an industry in search of fresh approaches to brand storytelling, Surprise demonstrates the enduring power of animation to translate product benefits into universally understandable moments of joy—even in categories where novelty is often fleeting.