BJ’s brings the LOLs with inspired silliness in latest campaign

Seldom do I actually find myself actually laughing out loud at a commercial, but the new BJ's Wholesale Club campaign is that rare exception-at least two of the spots from Terri & Sandy have the kind of inspired setup and perfect payoff that they should bring the LOLs as they roll out this month.

The first is set in a balloon store, where a helium canister is leaking. The proprietor and a customer end up chatting-and then chuckling— in helium voices. The BJ's pitch comes out of nowhere, but that's fits the absurdity of the situation, and it's amusing to listen to whatever they're saying. I can't recall a commercial with helium voices before, which seems bizarre, as it's such a universal comedic staple.

Nalle Sjöblad, whose credits include the multiple Cannes Grand Prix-winning "Clash From the Past" campaign for Clash of Clans, directed the series.