Fiber One Unveils New Line of Delicious, Zero-Calorie, All-Rubber Desserts

Chew toys aren't just for your dog anymore

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Your dog has chew toys. Why shouldn't you have chew treats—particularly if you shouldn't really be eating actual calorie-laden desserts in the first place?

Well, now you can. Sit back and enjoy this new infomercial for Chew Treats:

Saatchi & Saatchi in New York made the mock-fomercial, which comes on the heels of the agency's comical pregnant-man spot for the same client. Actual Chew Treats were made available at, although sadly they seem to be out of stock currently. Instead, you can get a couple for Fiber One, which makes delicious snacks you can eat guilt-free.

The tagline is: "Don't fight your instincts." This one-month campaign includes digital, social, online, display, TV and PR.


Client: Fiber One

Project: Chew Treats

Agency: Saatchi & Saatchi NY

Chief Creative Officer: Jay Benjamin

Global Creative Director: Luca Lorenzini

Global Creative Director: Luca Pannese

Creative Director: James Tucker

Associate Creative Director: Paul Spelman

Senior Copywriter: Rees Steel

Senior Art Director: Lisandro Ancewicz

Head of Content Production: John Doris

VP, Executive Producer: Bruce Andreini

Producer: Tina Lam

Business Manager: Christina Mattson

Production Company: argentinacine

Director: Augusto Gimenez Zapiola

Co-Director: Hernan Corera

Executive Producer: Nano Tidone

Producers: Lorena Habichayn, Natali Sussman

Director of Photography: Julian Ledesma

Editing Company: Cosmo Street Editorial, NY

Editor: Aaron Langley

Assistant Editor: Zoe Mougin

Executive Producer: Maura Woodward

Producer: Valerie Sachs

Online/VFX: SwitchFX

Mixers: Adam Charity and Brett Fuchs

@nudd Tim Nudd is a former creative editor of Adweek.