InstantDef.com Provides Instant Satisfaction With Fifth and Final Digisode Starring will.i.am, Fergie, Taboo and apl.de.ap

InstantDef.com Provides Instant Satisfaction With Fifth and Final Digisode Starring will.i.am, Fergie, Taboo and apl.de.ap

Final installment completes 20-minute series featuring Snickers' superheroes fighting to save hip hop

HACKETTSTOWN, N.J., Sept. 8 /PRNewswire/ -- You've heard of dope. You've heard of ill. But this is blind fresh, B! On September 8, brace yourself for the epic conclusion of the defest story ever told. Instant Def, Episode V, EVERY DOG HAS ITS DAY.

(Photo: http://www.newscom.com/cgi-bin/prnh/20060530/CLTU040)

This final chapter of the highly stylized Instant Def digisode series brings to conclusion the battle between hip hop super group Instant Def and rival Boo-T Records. Instant Def members Beat Down, Tag, Mechanism and Eye4Eye -- played by musical stars will.i.am, Fergie, Taboo and apl.de.ap respectively -- are fighting to 'keep hip hop real'.

The Instant Def foursome started as Snickers(R) factory workers, but an incident at the plant brought them in contact with a Snickers 'concoction' and transformed them into super def superheroes. In this final episode, the group will finally defeat the series nemesis, Boo T.

"It's been quite an experience seeing the Instant Def project go from conception to completion," said Vic Walia, Snickers brand manager. "We used a fully-integrated marketing plan to reach the online trendsetters and tastemakers, urging them to experience InstantDef.com first hand, and we feel that we've touched this audience in a cool, yet organic way.

Launching the final digisode doesn't mean the end of Instant Def, however. Now that all five digisodes are finally viewable at once, fans can now enjoy the full, 20-minute experience at InstantDef.com.

The Instant Def story unfolds over 20 minutes of stylized, computer generated art led by director Jesse Dylan and the post production team at LA- based Form TV. As the entire shoot happened against green screen, Form's team literally worked around the clock some days to create the Instant Def vision of Snickers, Dylan, BBDO Executive Creative Director Jimmy Smith, Art Director Javier Castillo and visual effects producer Dick Voss.

"This is a good example of the ad as a story line," says Jimmy Smith, who created the campaign. "It's the kind of entertainment and product help that Snickers' target audience will think is dope."

In a case of art-imitates-life, Snickers hopes Instant Def becomes as in- demand as the stars of Instant Def, who won the Video Music Award for 'Best Hip Hop Video' on August 31, 2006.

About Masterfoods USA

Masterfoods USA, the United States food, snack and petcare operations of Mars, Incorporated, is one of the world's leading food manufacturers. With more than $5 billion in annual sales, the combined food, snack and petcare segments are a symbol of excellence for quality brands. Headquartered in Hackettstown, NJ, Masterfoods USA employs more than 8,000 associates in the United States, with 38 manufacturing facilities nationwide. The company owns some of the world's favorite brands including M&M'S(R) Brand, SNICKERS(R) Brand, UNCLE BEN'S(R) Brand, PEDIGREE(R) Brand Food For Dogs, WHISKAS(R) Brand Food For Cats.

For additional information, visit the Masterfoods USA Online Newsroom at www.masterfoodsnews.com.

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20060530/CLTU040
AP Archive: http://photoarchive.ap.org/
PRN Photo Desk, photodesk@prnewswire.com
Source: Masterfoods USA

CONTACT: Laura Ehret of Elevation, +1-704-632-2010; or Kristi Ledford of
Masterfoods USA, +1-770-704-5439

Web site: http://instantdef.com/
http://www.elevationgrp.com/
http://www.masterfoodsnews.com/

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