A heckuva crunch.

At the time, SweeTango was most known for its Guiness World Record award for having the loudest crunch of any apple—ever. While that served the brand well in its adolescence, more specialty varieties came onto the scene where it became apparent: Consumers buy on taste.

Luckily, and of course we’re biased, SweeTango is the best dang apple on the planet when it comes to taste. It has a mind-blowingly perfect balance: crisp freshness, honey sweet, citrus zesty, and a pinch of cinnamon spice. It’s like a pie, but nature made it. All we had to do was position it as it was—an apple so good it could alter history.

Infinite universes, infinite outcomes.

The first story came about as easy as they do—what’s one of the most famous historical incidents involving an apple? Sir Issac Newton observing the fall of an apple and the seed for the laws of motion. But what if something had intervened and distracted his observation?

And there, the idea was born. A series of animated pre-roll ads, centered around a historic “apple” moment where the protagonist’s ultimate conclusion is thwarted by the tempting deliciousness of a SweeTango. And with a younger audience as our primary target, a fun animation style that focused on children as the stand-ins was a no-brainer.