Largo Foods, the largest snack foods company in Ireland, approached Charged Studios with a simple brief: depict a bag of chips for a low-calorie, health-conscious crowd. Taking that cue, Charged responded with an idea that would get to the heart of the creative - make a bag of chips excercise and weigh-in.
At the end of each bumper, the bag jumps victoriously on a scale and it is revealed that it weighed in at only 83 calories. The low number prompts a wave of fanfare, reminiscent of the “The Biggest Loser,” segments, when contestants are weighed in.