One of advertising’s most familiar wise guys is back, and this time, he has a new scene partner. Tootsie Roll Industries has launched a new animated spot introducing a playful, color-changing chameleon to the world of Mr. Owl, the iconic character who has helped define the Tootsie Pop brand for generations.
The new commercial, titled “Chameleon,” was created by Schafer Condon Carter, with illustration and animation handled by acclaimed Chicago animation studio Calabash. It marks the latest collaboration between the three Chicago companies following the recent refresh of Tootsie’s beloved “How Many Licks” commercial.
That earlier restoration helped introduce the classic Mr. Owl spot to a new generation of candy lovers. Now, Tootsie Roll is expanding the character’s world while spotlighting the full lineup of Tootsie Roll flavors.
The new ad represents a milestone for the brand: it is the first time Mr. Owl has been seen enjoying a Tootsie Roll, rather than his longtime favorite, a Tootsie Pop. In the original, a little boy famously asked Mr. Owl, “How many licks does it take to get to the Tootsie Roll center of a Tootsie Pop?” In “Chameleon,” the setup shifts to Tootsie Roll’s flavor lineup.
The new chameleon character asks Mr. Owl, “Why do chameleons change colors?” and “How do you pick a favorite flavor?” Mr. Owl responds, “Let’s find out,” then pops a Tootsie Roll into his mouth. As the chameleon changes colors, a voiceover wonders, “How do you pick a favorite flavor of Tootsie Roll?” The answer, naturally, lands in classic Tootsie fashion: “The world may never know.”
The spot highlights Tootsie Roll flavors, including cherry, orange, lemon, lime, and vanilla, along with the original chocolate flavor. Watch below:
“Mr. Owl and his connection with Tootsie Pops has been iconic for decades,” said Henry Mills, chief operating officer at Tootsie Roll Industries. “Our new chameleon character on screen with Mr. Owl represents an exciting phase for our brand’s future and invites everyone to discover all the Tootsie Roll flavors we have to offer beyond our beloved Original chocolatey flavor.”
For SCC, the creative challenge was to expand a familiar advertising universe without losing what made it instantly recognizable. “The commercial is unmistakably Tootsie: same illustration and animation, same announcer voice over, same whimsical style, same production partners — reassembled to create a commercial that makes it feel both nostalgic and fresh,” said Craig Miller, chief creative officer at SCC.
The campaign will run in :30 and :15 versions beginning June 15 across connected TV, YouTube and social platforms including TikTok, Instagram, Facebook, X and Reddit.
The launch arrives as the advertising world turns its attention to Cannes Lions, making the timing especially fitting for a campaign built around one of advertising’s most enduring animated icons.
For Chicago’s creative community, the spot also offers a sweet local story: a classic Chicago candy company, a Chicago agency and a Chicago animation studio teaming up to extend a piece of commercial history.
Mr. Owl may still not have all the answers.
But he does have a new friend.
CREDITS:
BRAND: Tootsie Roll Industries
AGENCY: Schafer Condon Carter (SCC)
- Chief Creative Officer – Craig Miller
- Senior Copywriter – Sam Blanc
- Senior Art Director – Alison Quagliato
- Executive Producer – Dennis Bannon
- Chief Client Officer – Amy Cesta
- Account Director – Allie Mayer
- Strategist – Dane McDonald
- Senior Project Manager – Nicole Sullenger
ANIMATION COMPANY: Calabash Animation
- Director – Wayne Brejcha
- Producer – Sean Henry
- Production Manager – Diane Grider
- Lead 2D Animator – Jeff Mika
- Lead 2D Animator – David Schuttenhelm
- Compositor – Chris Blake
- 3D Animator – Nick Oropeza
SOUND DESIGN: Noise Floor
Sound Design/Mix – Stosh Tuszynski
MUSIC – Devin Delaney
Post Sound Producer – Cory Coken
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