Baskin-Robbins has launched a new ad campaign which leverages the popular ‘Got Me Like’ meme to capture the joy of ice cream for younger audiences.‘Baskin-Robbins Got Me Like’ marks a strategic shift for the brand, away from product-focused advertising to a more emotion-driven brand campaign, which was created by Baskin-Robbins’ agency of record, 22squared.The campaign uses bright colors, music, dance, internet memes, animation, pompadours and overall silliness to convey an upbeat message. The campaign idea came about when the 22squared creative team tried to describe the joyous feeling that comes from Baskin-Robbins ice cream, and continually referenced the commonly shared Got Me Like gifs. The creatives realized that the gif perfectly articulated the joy of eating Baskin-Robbins, so they made that the centerpiece of the campaign.CreditsClient: Baskin-RobbinsCampaign Title: Baskin-Robbins Got Me LikeAgency: 22squaredAgency Location: AtlantaExecutive Creative Director: Al PattonCreative Director/Copywriter: Curt MuellerAssociate Creative Director/Copywriter: Alex LukacsSenior Art Director: Pete KehrExecutive Producer: Matt SillimanProduction Coordinator: Patrick ClariciExecutive Director Account Management: Annette SallyAccount Director: Ashley KeetleProduction Companies: Psyop/Oona MediaDirectors: Georgia Tribuiani & Trevor ConradChief Executive Producer: Justin Booth-ClibbornExecutive Producers: Monica Reimold/Josh CourtneyProducer: Desiree LaufasaPost Production Producer: Nathan LupetowMusic CompositionHiFi ProjectExecutive Producer/ Music Supervisor - Jack BradleyComposer/Producer/Writer - Max PetrekAudio Engineering SFX, VO record and MixBare KnucklesBuddy Hall - Executive ProducerChris Nicholson (C2) Sound Designer/Engineer