Adam Carolla leaves his mother-in-law in the dust for Klondike

Posted on Fri Jun 4 2010

Adam Carolla has created two pilots over the past year that never got picked up. We may never see what those sitcoms might have looked like, but we can get a glimpse from this 90-second ad for Klondike, the ice cream brand, that rolled out this week. Here, in a Klondike "Everyman Challenge," Carolla is charged with packing the car for a long ride. "Ah, the road trip with the in-laws, as American a tradition as the Fourth of July or Cinco de Mayo," says the ever-deadpan Carolla as he marshals the old folks into the car ("How bout you old prunes saddle up? Before the Grim Reaper gets ya! C'mon, he's gonna get ya!") Carolla then re-packs the car after his wife's initial fail (she couldn't fit his golf clubs, but made room for the shoe tree) and gets everything in, except the cooler with the Klondike bars, which prompts a fake slo-mo "nooooooo"  from Carolla and an admonishment from his wife to "stop acting in slow-motion." Carolla of course then 86's Grandma to make room for the cooler. Funny stuff from the under-utilized Carolla, but to really enjoy his surprisingly sharp off-the-cuff humor, check out his podcast.

—Posted by Todd Wasserman

Klondike bars worth untold amounts of embarrassment and pain

Posted on Wed Feb 17 2010

This ad from Unilever for its Klondike bars, shown during yesterday's Consumer Analyst Group of New York conference, definitely reminded us of Steve Carrell and his waxing scene in The 40 Year Old Virgin. Building on its "What would you do-o-o, for a Klondike bar jingle," the packaged-goods maker launched this ad, among others, in 2009, showing a man going through waxing extremes to celebrate the Klondike bar's "thicker, more chocolately shell." The spot, which elicited giggles from yesterday's gathering of analysts, marketers, investors and press, shows the guy first getting a chest wax (while eating a regular Klondike bar), and then attempting a, uh, bikini wax, upon learning his favorite ice-cream brand just got chocolatier. What will he have to do if the Klondike becomes triple chocolatier? Full-body wax? We cringe just thinking of it!

—Posted by Elaine Wong

You can do a whole lot more for a Klondike bar in new campaign

Posted on Mon Jun 22 2009

Finally, some good old-fashioned Klondike entertainment. The Unilever ice-cream brand is out with a new campaign promoting the addition of 25 percent more chocolate coating to six of its bars. In addition to the disturbing TV spot shown here, it has launched a video-game microsite created by Story Worldwide. Over at, visitors can play "The Adventures of Khaki Pants Pete" and drool over Klondike bars in his mini-fridge. Chapter one, the first of a four-part series, shows Pete moving into his family's new suburban home, only to lose his "man card." Klondike fans must help him get it back. (The trick is to get Pete to maneuver through a series of "somewhat uncomfortable, yet hilarious" situations.) Still to come: a Facebook app and "Man on the Street"-type Klondike videos. Ah, what won't we do for a Klondike bar?

—Posted by Elaine Wong



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