• by Fern Siegel , September 25, 2023

Candy Crush Saga is celebrating victory and the joy of play in its latest spots. They blend fantasy and reality, with soundtracks composed by King's in-house team.

BBH did the creative for the match-three puzzle game, which blends reality with over-the-top visuals, to provide moments of escapism for players. Interactive mobile company King appointed BBH to the creative account for Candy Crush Saga in March. This is the agency's first work for the brand.

Here are the spots: Whoosh, Spin and Float; Joseph Mann directed all three ads through Blinkink. Trained acrobats were used for aerial sequences, while FX experts handled the more hypnotic qualities of the work.

The third spot, "Float," will break in November.

Adam Newby, creative director at BBH, said: “We wanted to dramatize the moments when people play Candy Crush Saga and show how the magic of the game transforms their world.”

The idea and initial script was developed by No Problem, Candy Crush’s former agency, with BBH London leading on final script development, creative execution and production. The campaign runs on DRTV for a 12-month period.

As of 2022, Candy Crush is reported to generate almost $607 million in revenue in the U.S., per Statista, ranking 10th in the market. Late in 2016, Activision Blizzard acquired King, its parent company, for $5.9 billion.

Candy Crush is reported to have more than 250 million loyal fans.