We’ve seen thinkpieces and attempts to make sense of the most recent advertising hit from the Gigil agency, featuring RC Cola. In the vein of their Orocan campaign, this viral hit was from out of left field, unexpected, and downright memorable.
Unlike Orocan, though, this one was also made of pure nightmare fuel.
Pictured: Nightmare. Fuel.
While we could ask about the inspiration for this bout of creativity from the people behind the ad, I have a feeling they will keep the real answer from us. So forget about finding substance and meaning. Let’s figure out exactly what these guys were smoking, because we could all use some of that good stuff to get through the rest of 2020.
But because we don’t want to endanger these creative geniuses by insinuating they’re smoking some illegal stuff, let’s just stick to the next most bizarre thing they’re all legally allowed to smoke: E-Cigarettes.
8. Butter Flavor
Butter as a flavor is weird, because it’s really less about taste so much as it’s about texture. The creamy flavor of butter doesn’t quite translate when you’re smoking it, but it does stand to reason that the flavor is smooth.
Why? Smooth Flavor = Smooth Execution. People are talking about the ad now, aren’t they? Heck, I personally had to buy myself a liter of RC Cola after I saw the ad, precisely because I was reminded that it exists and it’s cheaper than its more popular competition!
Anyone who wants to question its substance or meaning is just being salty. This ad got our attention, and that’s exactly what it wanted. If that translates to sales, then even better.
7. Crab Legs
Mmmmm. The flavor of crab legs minus the hassle of cracking them open.
Why? Well, cracking open a bottle of any cola is one of the most satisfying things you can do. The fizzing sound it makes is music to the ears. Cracking crab legs is awesome, too, so there’s your connection.
Let’s not expect these connections to be deep. They’re smoking the good stuff, man! That’s all that matters.
6. Roast Chicken
… Roast Chicken. What? Black Pepper and Garlic weren’t intense enough for you?
Why? If you like smoking roast chicken, then you probably have mommy issues. This connection doesn’t need much further explanation than that.
If you want an intense kick with every drag of your e-cig, Wasabi is just the thing for you. In fact, the guys who made this particular variety encourage people to snack on sushi while smoking this stuff, so they know a thing or two about matching stuff up.
Why? Once you make the connection between smoking something and eating something to complement it, it’s no longer such a wild leap from connecting a son with glasses on his back to a mom with an RC Cola bottle for her head.
4. Red Bull
The energy drink everyone knows and hates, having this as your vape juice of choice means you want to stay energized and alert for long stretches of time.
Why? Aside from hallucinogens, some of the most brilliant ideas have come from a state of sleep deprivation. If the Gigil team decided to really smoke their way to coming up with this ad, then it stands to reason that this was the flavor that kept them up long enough for them to really be in the right frame of mind.
Ummm, yeah. Worcestershire sauce. The one that goes so well with Max’s Fried Chicken.
Why? Speaking of Max’s Fried Chicken, have you seen their ads?
By the looks on their faces, they clearly have.
As creative as the people from Gigil are, who’s to say they didn’t load up on a bit more creative (ahem) juice by smoking something that reminds them of perhaps the most bizarre local ad in recent memory that they didn’t come up with?
This is a given, and a total no-brainer.
Why? Why did we watch that ad?!? And does this mean that the mom, given an RC Cola bottle for a head, was also a no-brainer?
Why? Man, look at the time. I was not hoping to have to explain this one. See ya!
What do you think the creatives behind the RC Cola ad were smoking?