FANCY's Steve Mapp Brings a Human-Sized Peanut Butter and Jelly Sandwich to Life for Little Caesars

The spots were conceived by creative directors Jameson Rossi and Andrew Williams, along with copywriter Knowlton Bourne and art director Jamie Steentofte, and ECDs Lyle Yetman and Will Dean. PB&J’s costume was meticulously created in LA by Special FX makeup artist and creature designer Amber Mari. There was much creative discussion about the nature of the PB&J’s construction. For example, MAPP felt strongly that PB&J sandwiches do not have arms, or pants for that matter sharing, “Ultimately, I wanted this sandwich to look like it fell out of Carl’s lunchbox in the third grade.”

The director’s hand-drawn rendering, used as inspiration during the design phase:

Creative inspiration for this piece came from the traditional Rom Com said MAPP. “It’s the classic, heartfelt breakup. One person has fallen out of love and is moving on to something hotter, steamier… pepperonier. The other, blindsided and sad. Maybe PB&J took this whole thing for granted and now, he finds himself hungering for the bond that once was. This was all about the relationship and sitting in the awkwardness and hurt.”

Casting was the key to success. “John Fulton (our PB&J) and actor Sean McSweeny (Carl) had chemistry. Together, they were the perfect combination of weird and awkwardly weird. You could cut the tension with a pizza cutter. And Chris Pearson, who played the congenial Little Caesars employee, was there to experience all of it,” said MAPP.

The campaign can be seen on TV in the US, as well as on the Little Caesars YouTube channel.