Sound Lounge and Fiber One Go Up in Smoke
October 13, 2011 by Screenmag
Elevating tongue-in-cheek to another level, Fiber One has tapped Cheech and Chong in a new campaign for Fiber One’s 90 calorie “magic brownies”. Mixed by Sound Lounge’s Phillip Loeb, the spot parodies the hilarious duo’s repertoire in a film trailer for “Cheech and Chong’s Magic Brownie Adventure” - packed full of far out misadventures and laughs.
On a mission to deliver thousands of Fiber One’s magic brownies to Flaming Pole, a play on the annual Burning Man Festival, “Cheech and Chong’s Magic Brownie Adventure” promises to be a story of revenge, action, and love, set on America’s highways and populated by chicks, an angry guy, and a French speaking dog.
Finally arriving at Flaming Pole the duo is surprised to learn that the “magic” in their brownies is actually fiber.
The spot comes together with a confused Cheech and Chong in the desert and the dramatic trailer voiceover explaining, “Because now that you’re getting older, you need a new kind of magic from your brownie.”