Simple stories are the secret to successful 15 second TVCs. And the simple joy of popcorn was a sweet starting point for this New York Festivals recognised campaign. Light and fluffy Cobs Popcorn makes people happy. So we decided to develop a simple creative platform that was all about celebrating the lighter moments in life that make us all happy. Just like how a little Cobs popcorn kernel bursts with happiness. With this simple and honest brand positioning, these ads pretty much just popped out themselves. The campaign is spearheaded by three TVCs , each showing people in different happy scenarios - getting your kiss, riding your bike for the first time, celebrating a first grandchild - and quite literally bursting with joy, into happy fluffy popcorn kernels. A pretty fun way to help Cobs Popcorn, well, expand.