ONE Brands knows protein snacks don’t have to taste bland, and has built its reputation around fantastic flavor and texture delivery while still delivering complete, quality protein with just 1g of sugar. This campaign showcases ONE Brands point of difference in an all new way, pitting its flavor and texture against those other chalky tasting protein bars, literally. ONE blasts the traditional bars’ reputation apart and showcases their incredible flavor. In Bro, we see two stereotypical gym rats pumping iron as they bromance one another with only the word “Bro” when it’s time for a protein break, they chomp down on their regular protein bars and are immediately met with a chalky blast, covering their faces. After the chalk explosion the ad cuts to the ONE bar spokeswoman who casually exclaims, “Don’t eat chalk” and presents ONE bars superior flavor, texture, and nutritional profile with 20 grams protein, 1 gram sugar, and zero chalky taste.