While working on a pitch for Pepperidge Farm Cracker Chips, we arrived at a simple truth: People eat chips and crackers for very different reasons. Feeling healthy, optimistic, or trying to impress by hosting a civilized event? Then set out a plate of crackers. Feeling carefree, relaxed, indulgent, or perhaps a bit emotional? Then dig into a bowl of chips. Whatever your mood, Pepperidge Farm Cracker Chips are chips when you want them to be, and crackers when you don’t.

"NIGHT IN"

(Open on a cheerful woman leaving a gym, yoga mat slung over her shoulder. She smiles brightly and takes a bite of a Cracker Chip. She addresses the camera.)

WOMAN: It’s a cracker.

(Cut to the same woman, slumped on her couch, lit by the glow of her television. As schmaltzy dramatic music plays, she sobs. She eats a handful of Cracker Chips.)

WOMAN: (mouth full) It’s a chip.

VO: With less fat and awesome flavour, a Pepperidge Farm Cracker Chip is a chip when you want it to be, and a  cracker when you don’t.

"COMPANY"

(Open on a man uncorking a bottle of wine, while a woman in an elegant dress serves a plate of Pepperidge Farm Cracker Chips and cheese to the well-dressed guests in their living room.)

WOMAN: Cracker?

(Cut to the same man and woman, slouched on the couch, watching a movie. A bowl of Cracker Chips rests on her lap. Her boyfriend reaches over and claws at the bowl.)

MAN: CHIIIIIIIIP.

VO: With less fat and awesome flavour, a Pepperidge Farm Cracker Chip is a chip when you want it to be, and a cracker when you don’t.

"BOARDROOM"

(Open on a boardroom with modest party decorations—balloons, streamers, etc. Quiet office employees circle a table with a few plates of Cracker Chips as they listen to their boss give a speech.)

BOSS: Let’s celebrate a great fiscal quarter with some light refreshments. Don’t be shy; take a cracker. I'll go first.

(The boss eats a Cracker Chip.)

(Open on the same room later. It’s dark; everyone is dancing. A strobe light flashes as The Boss does a karaoke rendition of Take That’s “Back for Good” with his tie around his head.)

THE BOSS: Whatever I said, whatever I did, I didn’t mean it…

(He takes a bite of a Cracker Chip and presents it to his audience.)

THE BOSS: Chips, everyone, there are chips.

VO: With less fat and awesome flavour, a Pepperidge Farm Cracker Chip is a chip when you want it to be, and a cracker when you don’t.