{"id":20057,"date":"2019-03-22T13:22:00","date_gmt":"2019-03-22T17:22:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=20057"},"modified":"2026-09-18T13:24:55","modified_gmt":"2026-09-18T17:24:55","slug":"how-the-chips-ahoy-cookie-guy-uses-his-eyes-to-become-a-master-storyteller","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-the-chips-ahoy-cookie-guy-uses-his-eyes-to-become-a-master-storyteller\/20057\/","title":{"rendered":"How The Chips Ahoy Cookie Guy Uses His Eyes To Become A Master Storyteller"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Most brand mascots are known for having a defining signature. The Pillsbury Doughboy <a href=\"https:\/\/popicon.life\/a-very-musical-doughboy\/\" target=\"_blank\" rel=\"noreferrer noopener\">loves to giggle<\/a>, Ronald McDonald wears <a href=\"https:\/\/popicon.life\/throwback-ronald-mcdonald\/\" target=\"_blank\" rel=\"noreferrer noopener\">big red clown shoes<\/a>, and the GEICO Gecko has a refined accent. When was the last time we looked at a character and saw their signature reflected in their eyes? There are some icons for which that may never even be possible \u2014 see the Energizer Bunny and his sunglasses as a prime example.<\/p>\n\n\n\n<h3 id=\"h-meet-cookie-guy\" class=\"wp-block-heading\"><strong>Meet Cookie Guy<\/strong><\/h3>\n\n\n<p><iframe loading=\"lazy\" title=\"Don&amp;apos;t You Want Me Baby! - Chips Ahoy\" width=\"1240\" height=\"930\" src=\"https:\/\/www.youtube.com\/embed\/Yz4u8XXUgxA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cookie Guy, the chocolate chip-loaded <a href=\"http:\/\/m.chipsahoy.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Chips Ahoy<\/a> mascot, is the exception to the rule. When he made his 2002 debut, Cookie Guy\u2019s big personality was made all the more expressive by his wide eyes.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/cookie_guy_boombox.png\" alt=\"cookie_guy_boombox\" class=\"wp-image-10256\"\/><\/figure>\n\n\n\n<h3 id=\"h-cookie-guy-s-2014-reboot\" class=\"wp-block-heading\"><strong>Cookie Guy\u2019s 2014 Reboot<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">After eight years of screen time, the character retired in 2010. <a href=\"https:\/\/martinagency.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Martin Agency<\/a> gave him a reboot in 2014 for cookie enthusiasts. Cookie Guy circa 2014 looked a little different than his initial iteration. The previous Cookie Guy was vertical, while the new Cookie Guy was flat and horizontal. He also had slender arms and legs, making it easier to roam around in and out of the cookie jar.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"Chips Ahoy &amp;apos;Boombox&amp;apos;\" src=\"https:\/\/player.vimeo.com\/video\/158868007?dnt=1&amp;app_id=122963\" width=\"1240\" height=\"698\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Live-action director <a href=\"http:\/\/evanparsons.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Evan Parsons<\/a> was the associate creative director for the Chips Ahoy <a href=\"http:\/\/evanparsons.com\/chips-ahoy-it-takes-ahoy-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cIt Takes Ahoy\u201d<\/a> campaign at The Martin Agency. Parsons specialized in motion graphics, and instantly discovered a kindred spirit in working with the new and improved Cookie Guy. Parsons directed, with the assistance of production company <a href=\"http:\/\/hueandcry.tv\/\" target=\"_blank\" rel=\"noreferrer noopener\">Hue&amp;Cry<\/a>, four commercials for the \u201cIt Takes Ahoy\u201d campaign. Each spot featured the Cookie Guy\u2019s facial expressions like they had never been seen before.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Eyes Are The Windows To The\u2026 Cookie\u2019s Soul<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While many brand mascots arrive at ad agencies with character bibles of what they can and can\u2019t do, Cookie Guy didn\u2019t come with set personality rules.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Parsons recalls that Cookie Guy was an ever-evolving character, and uses the word \u201csubdued\u201d to describe his behavior. \u201cHe\u2019s very quiet. His mischief is mostly based on being observant. The Cookie Guy has a subdued curiosity.\u201d<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"Chips Ahoy &amp;apos;AutomaticDoor&amp;apos;\" src=\"https:\/\/player.vimeo.com\/video\/158868009?dnt=1&amp;app_id=122963\" width=\"1240\" height=\"698\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It was, and still is, a radical departure from most brand mascots. Many of these characters are perceived in a zany, near-maniacal light as they constantly bounce and race around in commercials. Parsons credits this to Cookie Guy\u2019s lack of body movement. \u201cHis movement is mostly in the eyes, where the storytelling was done, and we kept it internal.\u201d<\/p>\n\n\n\n<h3 id=\"h-do-not-disturb\" class=\"wp-block-heading\"><strong>\u201cDo Not Disturb\u201d<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s take a look at how some of Cookie Guy\u2019s eye expressions work in the spot for \u201cDo Not Disturb.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/cookie_guy_chips_ahoy_do_not_disturb.png\" alt=\"cookie_guy_chips_ahoy_do_not_disturb\" class=\"wp-image-10258\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Here we have Cookie Guy outside of a closed door. The doorknob has a \u201cdo not disturb\u201d sign hanging on it.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/cookie_guy_chips_ahoy_do_not_disturb_2.png\" alt=\"cookie_guy_chips_ahoy_do_not_disturb_2\" class=\"wp-image-10259\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">We get an up-close shot of his eyes as Cookie Guy contemplates what to do next.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/cookie_guy_chips_ahoy_do_not_disturb_3.png\" alt=\"cookie_guy_chips_ahoy_do_not_disturb_3\" class=\"wp-image-10263\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Curiosity is winning out, since his hand is up to touch the sign. Will he open the door?<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/cookie_guy_chips_ahoy_do_not_disturb_4.png\" alt=\"cookie_guy_chips_ahoy_do_not_disturb_4\" class=\"wp-image-10264\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Nah, he just wanted to tilt the sign ever so gently to the side. Look at that grin! Cookie Guy\u2019s brand of mischief is to act like, and be, a big goofball.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/cookie_guy_chips_ahoy_ice_cream_3.png\" alt=\"cookie_guy_chips_ahoy_ice_cream_3\" class=\"wp-image-10262\"\/><\/figure>\n\n\n\n<h3 id=\"h-ice-cream-headache\" class=\"wp-block-heading\"><strong>\u201cIce Cream Headache\u201d<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Of the four spots Parsons worked on, \u201cIce Cream Headache\u201d might have been the most ambitious. There are three new Cookie Guy pals included in this commercial, and everyone\u2019s slurping down crazy cold milkshakes. The perfect drink companion for a cookie.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/cookie_guy_chips_ahoy_ice_cream.png\" alt=\"cookie_guy_chips_ahoy_ice_cream\" class=\"wp-image-10260\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Their subsequent brain freezes allow the foursome to literally transform into new Chips Ahoy cookie flavors.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/cookie_guy_chips_ahoy_ice_cream_2.png\" alt=\"cookie_guy_chips_ahoy_ice_cream_2\" class=\"wp-image-10261\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">One spirals into Mint Chocolate Chip while another turns into a Root Beer Float cookie.<\/p>\n\n\n<p><iframe loading=\"lazy\" title=\"Chips Ahoy &amp;apos;Ice Cream Headache&amp;apos;\" src=\"https:\/\/player.vimeo.com\/video\/158868010?dnt=1&amp;app_id=122963\" width=\"1240\" height=\"698\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Each detail behind their transformations was brought to completion with the help of a character rig. This rig did more than allowed the animators to coordinate the details for how the Cookie Guys moved. The movements, made possible by the rig, allow viewers to sense their thoughts.<\/p>\n\n\n\n<h3 id=\"h-following-cookie-guy-s-number-one-animation-rule\" class=\"wp-block-heading\"><strong>Following Cookie Guy\u2019s Number One Animation Rule<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The one rule that had to be followed for bringing Cookie Guy to (animated) life? The rule of what looks delicious. \u201cWe never stretched the cookies because then they would look raw and doughy.\u201d Parsons explains, \u201cYou don\u2019t want a cookie, especially a cookie mascot, to look like that. And, they\u2019re also cookies. They\u2019re not too capable, so you have to keep their physicality miniscule.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Parsons recalls working on the spots for months with the team. \u201cWe dug into every possible detail with them. Even the spacing of the chocolate chips are heavily scrutinized. We couldn\u2019t have too many clustered around on their faces because then they looked like warts!\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2019\/03\/cookie_guy_boombox_2.png\" alt=\"cookie_guy_boombox_2\" class=\"wp-image-10257\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">In the end, everything came full circle to Cookie Guy\u2019s eyes and how they could act as the windows to his sense of humor. \u201cThis was a campaign where we constantly asked ourselves, \u2018How do we make this funny?\u2019 Again, it was all in the eyes. There\u2019s a lot of glancing back and forth, eyes flickering, pupils tightening. These are subtle movements that indicate thought and mischief that comes from the brain. It\u2019s because of his eyes that Cookie Guy, as a character, literally develops right in front of you.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor Most brand mascots are known for having a defining signature. The Pillsbury Doughboy loves to giggle, Ronald McDonald wears big red clown shoes, and the GEICO Gecko [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":20058,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-20057","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How The Chips Ahoy Cookie Guy Uses His Eyes To Become A Master Storyteller | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-the-chips-ahoy-cookie-guy-uses-his-eyes-to-become-a-master-storyteller\/20057\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How The Chips Ahoy Cookie Guy Uses His Eyes To Become A Master Storyteller\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor Most brand mascots are known for having a defining signature. 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