• by Fern Siegel , Yesterday

Non-dairy creamer Nutpods has debuted a new campaign with the tagline: "Have yourself a delicious moment."

With creative by Callen, "Smooth Break" runs across CTV, digital and social with a 30-second, 15-second and two 6-second spots.

In the longest ad, a man talks about status meetings as his partner pours Nutpods into her coffee. Suddenly, the fridge swings open and a 1980s-style mustached duo throws confetti and sings: “Smooth and creamy, creamy and smooth.” Every time she sips, they repeat the line.

The spot suggests Nutpods supplies some fun and a bit of wackiness to the usual morning routine.

“We challenged Callen to make something that would stop people mid-scroll, and they went full fridge musical,” said Patrick Coyle, CMO at Nutpods. “They didn’t just lean into weird and funny, they did a cannonball into it. It’s the kind of work that makes you laugh, rewind, and actually remember the brand, which is exactly what we needed.”