Kenan Thompson has spent more than two decades helping turn strange characters into comedy on Saturday Night Live. Now he’s doing the same for a pair of fruit-flavored candies.
Thompson is making his commercial directing debut with a new national campaign for Mike and Ike, bringing the brand’s namesakes to life as on-screen personalities.
The campaign, called “We Got’chew,” features a pair of Mike and Ike candies helping people navigate minor modern-day aggravations, including unanswered texts, workplace stress and social awkwardness.
“The best comedy comes from situations people instantly recognize,” Thompson said in a statement. “What I loved about this campaign is that it takes those everyday moments we’ve all experienced and looks at them through the perspective of Mike and Ike.”
He added, “They’re funny, a little ridiculous and surprisingly relatable, which made them a lot of fun to bring to life.”
Thompson directed four primary spots, along with behind-the-scenes footage and additional material designed for social media. The commercials treat Mike and Ike as a comedy duo whose differing personalities shape their responses to each predicament.
“We treated them like any comedy duo,” Thompson told Variety. “One character sees the world one way; the other sees it completely differently. Once you have that dynamic, you can drop them into almost any situation, and the jokes start finding you.”
The project was produced by Artists for Artists, the production company Thompson founded with John Ryan Jr.
Though it is Thompson’s first time directing a commercial campaign, the format is familiar territory for the six-time Emmy nominee. Between All That and his record-setting run as SNL’s longest-tenured cast member, Thompson has spent much of his career building comic characters and premises within tight time limits.
“One thing comedy has taught me over the years is that the funniest moments usually come from characters you believe,” Thompson said. “Whether it’s sketch comedy, television or a commercial, it’s always about creating personalities people enjoy watching.”
The “We Got’chew” platform is expected to continue beyond the initial four spots, with additional videos and activations planned throughout the year.
And after more than 80 years of Mike and Ike existing primarily as names printed on a candy box, they apparently have a lot of catching up to do.
