Twizzlers tries to get serious about its floppy candy...and fails

CP+B tickles more than fans' fancy with the silly-shaped sweet.

Twizzlers, that limp and droopy licorice twist, is embracing its lack of pathos in a new campaign from Crispin Porter + Bogusky. In a 45-second short film (not a video), an impeccably dressed man with a pocket square made of candy explains the utter seriousness of the situation, all in an appropriately British accent. A series of 15-second spots dare people not to laugh while their face are tickled from offscreen by surprisingly long Twizzlers. The spots are running on TV, online and on social, and over the next few months, influencers will introduce the word "Twizzlering" to their audiences.