Fact: Licking the flavour off Shapes is the joy of eating them. Status: Indisputable

Arnott's has worked that out and DDB has made a campaign from it.

The campaign to launch the new Shapes Sizzling Summer range, features four Aussie teens taking licking Shapes to an absolutely hilarious extreme. (Hint: there's an ad hoc boy band and a giant record player made from a roundabout and 123,456,789 packets of Shapes.)

Scott Huebscher, creative director, DDB Sydney, understates the humour, “Shapes is such a fun, iconic brand. From the very start of the project, Arnott’s and DDB both agreed that the campaign needed to reflect the fun that is synonymous with Shapes. The result delivers on this in a different and completely unexpected way.”

“We’re excited to be launching this new campaign. It’s based on a genuine consumer insight and allows us to celebrate one of Australia’s favourite biscuits in a true ‘Summer’ way. This campaign is also testament to the Arnott’s relationship with DDB Sydney. The agency continues to deliver great work for us,” commented Sheri Juchau, group marketing manager, Arnott’s Shapes

The TV campaign launched nationally on Sunday and will be supported by social media, radio and in-store promotion.

Executive creative director for the campaign is Dylan Harrison with creative director, Scott Huebscher, leading copywriters, Scott Huebscher and Jon Austin and art director, Stephen Joss.

http://www.youtube.com/watch?v=E5Gk8mKB3nI