Highdive and director Harold Einstein have given a fresh burst of life to one of the most unforgettable candy campaigns of the early 2000s — the Airheads “head inflation” ads. This time, the beloved concept is back with a modern twist, tailored for today’s digital-first audiences while still honoring the playful absurdity that made it a pop culture hit in the first place.
The new campaign, consisting of four videos — Inflate Off, Oh Snap, Pumped Up, and Grandpa Likes ‘Em — launched across YouTube, TikTok, Snapchat, Meta platforms, and online video. Each spot reimagines the moment a bite of Airheads causes a cartoonish, magical head inflation, building a fun story around it for a new generation of candy lovers.
“This campaign was inspired by the people who grew up loving Airheads and still enjoy them today,” said Chris Borges, brand director for Perfetti Van Melle’s Non-Chocolate Portfolio. He notes that the creative “leans into what fans remember most — the inflating heads — and builds imaginative stories around why it happens when you bite into Airheads. Because people who enjoy Airheads truly have more fun.” Watch below:
Highdive co-founder and co-chief creative officer Chad Broude says that consumer research made the creative direction an easy choice. “When we asked consumers what they remembered most about Airheads, the head inflation ads came up again and again, completely unprompted. That kind of recall is a big opportunity,” Broude said. “There was real love for the old campaign, so we brought it back in a way that feels fresh but still delivers on what fans remember and love.”
Tapping into nostalgia while making it relevant for millennials and Gen Z, the campaign proves that sometimes the best way to move forward is to blow up the past — literally. Fans can expect the head inflation theme to continue appearing in Airheads’ digital video efforts throughout the year.
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