Hip-Hop group Black Eyed Peas have teamed with Snickers for a series of digital films designed to attract teen buyers.
The five short films, called “digi-sodes” – will feature BEP members will.i.am, Fergie, Taboo and apl.de.ap posing as Snickers factory workers by day and a collective of old-school Hip-Hop defenders known as Instant Def by night.
The group inherited their superpowers after coming
in contact with Snickers after an incident in the plant.
Will.i.am, along with Form TV’s Jesse Dylan and BBDO New York, an advertising agency, came up with the idea for the digi-sodes.
The rapper, who mixed the music for the series and created the series’ theme song, was totally into the idea of constructing a short film with
“You know, this is fresh,” will.I.am said. “You mean I can make music, incorporate it into a film that’s on the internet and wherever else we can get it played? Oh, that’s tomorrow … all the way.”
For Fergie, creative freedom was the main motivation for her involvement.
“I had always dreamed of being a comic book character,” the singer said. “I’ve always had this thought in my head of what I wanted to do with it. And so then they came to me with this idea and I said I know what I want to do.”
Snickers began showing the trailer in the top 10 theater markets during the Memorial Day weekend.
The company, which plans on running online promotions to create a buzz for the digi-sodes, will also run the trailer in June and July on the In-Store
Sports Network, FootLocker, FootAction and Champs stores nationwide.
The first digi-sode will premiere June 5 exclusively on InstantDef.com.