5-hour ENERGY: 'Yummification'

Territory editor Dave Crosslin’s talent and wry sense of humor were tapped for 5-hour ENERGY’s off-kilter campaign for the popular energy shot, directed by Nicolas Hill. Lucky Airlines, the Los Angeles and Detroit-based production company, also collaborated on the concepts for the spots, which are a departure from the tone of the company’s previous campaigns – bringing an over-the-top style and comedic energy to the popular brand.

The :30 commercial, "Yummification," opens with a series of people drinking energy shots as their exaggerated facial expressions make it clear that the taste is not pleasant. Cue the circa ‘70’s game show music, as ‘Creepy’ Clyde Brown, the iconic VO actor with a kitschy voice that captures that era, announces: “For those who still find the taste of 5-hour ENERGY a little… strong… don’t miss the 5-hour ENERGY $100,000 Yummification contest!” A young couple proceeds to demonstrate the simple steps he enumerates: Mix 5-hour with your favorite beverage, name it, shoot it and send in the video for a chance to win a share of $100,000.

The pair’s excitement builds to a crescendo as money begins to fall from sky, and ‘$100,000’ flashes above their heads in big bold letters - game show style. Capping off the mayhem, a judge, dressed in colonial period garb, with gavel in hand, recites the disclaimer.