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Fruit by the Foot “Tongue” 2018

Fruit by the Foot “Tongue” (2018) is a Fruit by the Foot commercial for Erich & Kallman San Francisco, produced by Dummy. It won one award: D&AD 2018 Wood Pencil — Film Advertising / TV Commercials 1-20 seconds.

A catchy jingle and playful visuals suggest using Fruit by the Foot's length for a unique, extended 'tongue kiss' to show affection at a bowling alley.

Video: Erich & Kallman on Vimeo

Shot by shot

  1. A young Black man in a blue and green polo shirt unwraps and eats a Fruit by the Foot in a bowling alley.© Fruit by the Foot0:00
  2. A person's foot in a blue and white bowling shoe is shown as a red Fruit by the Foot snack unrolls down their leg in a bowling alley.© Fruit by the Foot0:02
  3. A red Fruit by the Foot unrolls itself across a purple surface, revealing its long, flat form.© Fruit by the Foot0:03
  4. A red Fruit by the Foot candy is stretched between two bowling ball return slots in a bowling alley.© Fruit by the Foot0:04
  5. A person's foot in a blue and white bowling shoe is shown with a Fruit by the Foot candy unrolling from the toe, in a bowling alley.© Fruit by the Foot0:05
  6. A person in purple pants and blue shoes sits with a Fruit by the Foot unrolling from their lap onto the floor.© Fruit by the Foot0:06
  7. A young woman with long brown hair eats a red Fruit by the Foot, pulling it into her mouth with her tongue in a bowling alley.© Fruit by the Foot0:07
  8. A young man and woman sit on opposite sides of a bowling alley, the man cheering with his arms up while the woman looks up with a Fruit by the Foot hanging from her mouth.© Fruit by the Foot0:11
  9. A young couple, dressed for prom, stands in front of a sparkly blue curtain, holding a Fruit by the Foot box and smiling at the camera.© Fruit by the Foot0:13
  10. A smiling teen couple in prom attire poses for a photo, with the girl holding a Fruit by the Foot box, against a sparkly blue backdrop.© Fruit by the Foot0:14

Stills © Fruit by the Foot. Made by Erich & Kallman San Francisco and Dummy.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Fruit by the Foot's length enables a playful, extended 'tongue kiss' for affection.

product as a prop for romanceexaggerated product featuremusical jingleplayful innuendoteen romance

The cut

Length
15 s
Shots
10
Average shot
1.5 s

What creatives use Fruit by the Foot “Tongue” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Fruit by the Foot “Tongue”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young Black man in a blue and green polo shirt unwraps and eats a Fruit by the Foot in a bowling alley.© Fruit by the FootA person's foot in a blue and white bowling shoe is shown as a red Fruit by the Foot snack unrolls down their leg in a bowling alley.© Fruit by the FootA red Fruit by the Foot unrolls itself across a purple surface, revealing its long, flat form.© Fruit by the FootA red Fruit by the Foot candy is stretched between two bowling ball return slots in a bowling alley.© Fruit by the Foot
    Frames from Fruit by the Foot “Tongue”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Fruit by the Foot “Tongue” in order, with its length, framing and what happens in it.

    A young Black man in a blue and green polo shirt unwraps and eats a Fruit by the Foot in a bowling alley.© Fruit by the FootA person's foot in a blue and white bowling shoe is shown as a red Fruit by the Foot snack unrolls down their leg in a bowling alley.© Fruit by the FootA red Fruit by the Foot unrolls itself across a purple surface, revealing its long, flat form.© Fruit by the FootA red Fruit by the Foot candy is stretched between two bowling ball return slots in a bowling alley.© Fruit by the FootA person's foot in a blue and white bowling shoe is shown with a Fruit by the Foot candy unrolling from the toe, in a bowling alley.© Fruit by the FootA person in purple pants and blue shoes sits with a Fruit by the Foot unrolling from their lap onto the floor.© Fruit by the Foot
    Length: 15 s · Shots: 10 · Average shot: 1.5 s

  3. 03Ad ideas: every spot built on a exaggerated product feature

    Before you present an idea, you need to know who has done it, and how.

    Fruit by the Foot “Tongue” is built on a exaggerated product feature. Search the library by idea to see every spot that uses it.

    Sprint “Nextel - Locker Room”© SprintKFC “Big A** Wet Nap - Original Honey BBQ”© KFCMcDonald’s “DerM”© McDonald’sReese's “Cups - Lave Cups”© Reese's
    Sprint · KFC · McDonald’s · Reese's

Award-winning food & qsr commercials

  • Uber Eats "A Century of Cravings" (2025) commercial still© Uber EatsUber Eats “A Century of Cravings” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • Uber Eats + Special US "Football is for Food" (2025) commercial still© Uber Eats + Special USUber Eats + Special US “Football is for Food” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Skittles "Apologize the Rainbow" (2023) commercial still© SkittlesSkittles “Apologize the Rainbow” 2023DDBLondon International Awards Grand Prix 2023
  • Burger King "As Good as the Original" (2023) commercial still© Burger KingBurger King “As Good as the Original” 2023Dubai Lynx Grand Prix 2023
  • Cadbury Celebrations "My SRK Ad" (2023) commercial still© Cadbury CelebrationsCadbury Celebrations “My SRK Ad” 2023Dir. Divij Kulkarni · OgilvyEffie Awards Grand Prix 2023

Questions

Which agency made Fruit by the Foot “Tongue”?

Erich & Kallman San Francisco created it for Fruit by the Foot (2018).

What awards did Fruit by the Foot “Tongue” win?

1 awards, including D&AD 2018 Wood Pencil — Film Advertising / TV Commercials 1-20 seconds.

Sources for the credits and awards

dandad.org