Snack brand Fantastic Delites made people dress up as mice and literally run on a wheel to get a ‘treat’ in a lab-like environment. This campaign from Clemenger BBDO aimed to find out how far the “human lab mice” would go for Vintage Cheddar and Red Onion flavour Fantastic Delites.

The Delite-o-matic machine displayed messages like “Run Mousey Run” as they went, and if they ran fast for long enough it would dispense a free pack to those who pushed the button within five seconds. You can watch the participants going round and round, tumbling over, and earning their prize, in the video below:

Fantastic Delites