{"id":19768,"date":"2020-09-08T18:29:00","date_gmt":"2020-09-08T22:29:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19768"},"modified":"2026-09-16T18:30:41","modified_gmt":"2026-09-16T22:30:41","slug":"babybels-league-of-superheroes-save-the-day-and-2020-in-action-packed-ad","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/babybels-league-of-superheroes-save-the-day-and-2020-in-action-packed-ad\/19768\/","title":{"rendered":"Babybel\u2019s League of Superheroes Save the Day \u2014 and 2020 \u2014 in Action-Packed Ad"},"content":{"rendered":"\n

By Heather Taylor<\/p>\n\n\n\n

\u201cIn the world we were living in, everything was made to be appealing.\u201d<\/em><\/p>\n\n\n\n

Somber voiceover from an intrepid narrator kicks off Babybel\u2019s<\/a> \u201cJoin the Goodness\u201d ad campaign, where viewers get a glimpse of an \u201cappealing\u201d new world. It\u2019s a sweet environment. Some might say it\u2019s a little too<\/em> sweet. There are made-to-order cupcakes available at all hours of the day. Doughnut drones fly through the air. Giant gummi cats meet to chant \u201cEnjoy, have a nice day\u201d and keep the unsuspecting citizens of this world consuming more and more sickeningly sweet things.<\/p>\n\n\n\n

Wait, what was that last part? Gummi cats are our new leaders? Whatever happened to savory snacks? Is it possible to have a well-balanced diet in this world ever again?<\/p>\n\n\n\n

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The people secretly crave substance and a return to a world where there is goodness. Who will hear their plea? In a world where sugary sweet attempts to unseat substance, the Babybel League is here to save the day.<\/p>\n\n\n\n

Mini Cheese Superheroes to the Rescue!<\/strong><\/h3>\n\n\n\n

Directed by Herv\u00e9 de Cr\u00e9cy from ad agency Havas Worldwide<\/a>, \u201cJoin the Goodness\u201d introduces us to the Babybel League. The League is made up of hundreds of bite-sized superheroes made from Babybel cheese. They roll, leap, and jump into action-packed shots throughout the transformed streets of Bangkok.<\/p>\n\n\n\n

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What superhero is complete without a costume? As an added bonus, the iconic red wax wrapping allows each member of the Babybel League to create their own superhero look.<\/p>\n\n\n\n

\u201cAnother Life is Possible\u201d<\/strong><\/h3>\n\n\n\n
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The Babybel League is here to do more than save the day in a blockbuster epic spot. They want to remind us we can change for good \u2014 and for goodness.<\/p>\n\n\n\n

Cutaways in the edited spot reveal that Babybel cheese is 100% real cheese with no preservatives or additives. Best of all, the individually sized packaging allows for snacking on just the right amount of Babybel cheese.<\/p>\n\n\n\n

Eventually, the Babybel League is able to kick out the cats out of the city and give its citizens the courage, and chance, to start over again. By the end of the commercial, the old \u201cworld we were living in\u201d with all its neon lights and bright flashy colors is gone. In its place is a better world, where plants grow out of buildings and people are able to build a better lifestyle.<\/p>\n\n\n