You can almost picture the marketing meeting that led to this ad.
"OK, we need to get millennials to like our popcorn. What are they into? What kind of ad would Miley make? You think we can get the popcorn to twerk?" All while making air-quotes for an entire meeting and gesturing to a PowerPoint slide with the words "NO BUDGET" written on it.
The plan, obviously, was to have a cool EDM track playing over the DIY-style video vibe of an extended brand Vine that takes place in a microwave—er, MicroRave (GET IT??)—in what looks like a Brooklyn back alley.
The result instead was 60 seconds of insufferable club music and an ad that seems to have been helmed by a stoned high school sophomore with a GoPro. The slow motion. The butter-grease-sweat. The weird and sad queue of kernels waiting to get in.
You'd think the "secret" in Pop Secret was ecstasy in every bag. Possibly they blew all their marketing dough on these computer-animated spots from 2010?
You be the judge. And seriously, consider this your photosensitive epilepsy trigger warning.
Miley would have done this so much better.
