INSIGHT: When everything feels unpredictable, people reach for the familiar.

TENSION: Snack culture is obsessed with novelty. But novelty isn’t right for every moment.

IDEA: Drag performers are unapologetically extra. Dad’s Cookies is unapologetically not.

EXECUTION: OOH captures iconic drag performers backstage, using drag humour to play up the contrast between full drama and steady reliability.

The idea extends into 10-second video spots where performers bring the personality, and Dad’s Cookies never changes.