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Jolly Rancher, the confectionery brand, crowdsourced its latest US campaign, "turtle".

It was written and directed by Olivier Agostini, whose idea was chosen after he submitted it to the brand at www.poptent.net.

The brief was centered around the concept that the new Jolly Rancher sweets were crunchy and chewy.

"The words 'a crunchy hard shell with a chewy inside' kept making me think of a turtle," Agostini said.

"This could not just be any turtle. I had to give the turtle some sort of power. And since the turtle was limited in terms of mobility, I figured lasers would be an easy and funny defence mechanism. And who doesn't love lasers?"