BITS & PIECES
www.postmagazine.com
13
POST APRIL 2016
1.888.615.8729
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CHILI'S USES ANIMATION TO PROMOTE
DESSERT'S RETURN
DALLAS — Agency MindHandle recently tapped animation shop Element
X (www.elementxcreative.com) in Dallas to create a new spot that cele-
brates the return of Chili's popular Oreo Topped Molten Cake. The dessert
is a decadent, cream-filled cake, topped with a scoop of vanilla ice cream,
Oreo cookie pieces and a chocolate sauce.
In the spot, two miniature alpine explorers work to reach the summit,
but are slowed by cream-filled eruptions and flying Oreo bits.
"The unique, miniature stop-motion treatment we selected allowed us
to get in tight for maximum appetite appeal and really sell the generous
portion size," explains MindHandle executive CD Ken Womack.
"Our only pre-existing asset was a still photo used for print," notes
Kevin Paetzel, MindHandle CD/writer. "Having worked with Element X
before, I knew they would embrace this as a golden creative opportunity
rather than a limitation."
Element X's executive CD Chad Briggs oversaw the project, along with
senior producer Tony Rucker. "Ken and Kevin really understand the anima-
tion process, so it was a very collaborative project all the way through,"
recalls Briggs. "Our animation director, Luis Martinez, nailed the slow
motion action shots that ended up being the pivotal moment of the spot.
The client loved it."
The Mt. Oreo Topped Molten Cake spot is running on all Chili's Ziosk
table top tablets, as well as on the Web.