Glosettes are grooving along to the popular Steely Dan tune Do it Again in new tv advertising from DDB Needham Worldwide.

The campaign, launched April 3, features 15- and 30-second versions of an ad called ‘Nibbling Unlimited.’

The spots feature quick cuts and colorful images of Glosette raisins, peanuts and almonds in various states of undress and people enjoying the product in several snacking situations.

Prominently featured throughout is the Glosettes package moving to the music with its trademark rattle-like sound.

The tagline is ‘The nibble that’s real in the middle.’

The brand, which ranks in the top 12 chocolate confection brands in the country, is the first product granted rights to the classic tune.

‘We started with the sound of the box,’ says Kurt Hagen, executive creative director and senior vice-president at DDB Needham, Toronto and art director for the spot.

‘We were looking for a piece of music that seemed appropriate to use with the shaking of the box,’ Hagen says.

‘The song we picked was perfect as far as tempo and sound; it’s also perfect for the group we’re talking to. It’s a well-known and well-loved song.’