If you want to get up to speed on the official Nutter Butter page on TikTok...

... you can click on videos at the cookie's account — here — or you can read the NYT article "Nutter Butter, Are You Good? An Investigation. The cookie sandwich brand’s videos — funny, disturbing, fever-dreamlike — rack up tens of millions of views. The secret is lots of lore without much sense, the campaign’s strategists explain."

The NYT interviews the ad artists:

Nutter Butters with human tongues and teeth; dancing Nutter Butters overlaid on cats and bicycles; fresh shrimp on top of a Nutter Butter. How do you guys come up with this stuff?

AMATANGELO It’s very with the gut. There’s not a lot of planning. That’s where we get the best result. There’s not white pages of concepts and story boards and going frame by frame. Because then you lose the lure and the magic that sparked that idea to begin with.

POCZEKAJ Where it starts is we’re just looking at the comments from the previous week and trying to identify: Are people responding to this specific character in the “Nutterverse”? Which is what we call it. We really study those comments, because we want to put it back into the content that week.

I like this. For 3 reasons:

1. I like the idea of the "Nutterverse." It may be helpful to think of our predicament that way: We're in the Nutterverse.

2. The crazy visual/auditory effects correspond to the insanity of eating packaged cookies. It is actually a sort of truth in advertising. You shouldn't be eating that crap.

3. I'm enjoying the nostalgia. It feels like a throwback to the 1970s, when adfolk were celebrated for borrowing imagery from the drug culture. I'm thinking... Screaming Yellow Zonkers: