Overview

• The refreshed spot debuted Sept. 8 and will run through Halloween across Connected TV, YouTube and TikTok, Instagram, Facebook, X and Reddit.
• The update preserves the original storyline and characters from the classic commercial.
• Brighter redrawn animation and new voice work aim to meet today’s design standards.
• Animation studio Calabash produced the campaign with Chicago-based creative team SCC.
• Tootsie Roll framed the effort as honoring brand heritage for a new generation, with executives highlighting Mr. Owl’s enduring appeal.