Kurt Hugo Schneider is no stranger to sponsored content, and throughout his many interactions with brands, he’s made music using everything from cars to Coke bottles. His latest instrument is Butterfinger candy bars, which he hooked up to digital devices to create the most bizarre cover of The Backstreet Boys you’ll ever see.
Schneider, working with the team at the Reach Agency, rigged up each Butterfinger to correspond to its own note. As his bandmates bit into the candy in front of them, they produced the pleasant melody of “I Want It That Way,” the 1999 boy band classic. Max Schneider and Alyson Stoner joined the fun as co-vocalists. As far as we can tell, they only used Butterfingers as a pre-recording snack, not a musical aid, though they still sound great nonetheless.
As some of his commenters have noted, Kurt Schneider has mastered the art of seamlessly incorporating branded content into his videos. This campaign is no exception, and it joins several other fun projects we’ve seen from Reach over the past couple of years. There’s only one logical next step: A cover of ‘NSync’s “Pop,” performed entirely on Pop Tarts. Hop to it, Kurt.