ampm Toomgis Character Design

Here is a character I designed for ampm. His name is Toomgis or TMGS (Too Much Good Stuff), which is their slogan. The client wanted him to be a friendly, lumbering giant similar to the Wild Things in Where the Wild Things Are, and Sweetums from the Muppet Show, however, he was to be comprised entirely of junk food…

Here is what I came up with:

AMPM Toomgis Character Design AMPM Toomgis Character Design AMPM Toomgis Character Design

 

Legacy Effects built this as a suit. Here he is in action:

33 Replies to “ampm Toomgis Character Design”

  1. I REALLY love this design.!!! It’s so brilliant! Such great detail and at the same time a wonderful creature as a whole. I live in Los Angeles and I love showing these to people who live on the East Coast. Now all I am waiting for is to get my hands on a Toomgis figure.!!!

  2. Bodin, great job..my wife thought tmgs was a krofft creation(which hopefully you’d take as the highest praise.)great job..the hot dog fingers kinda creep me out though..

    1. Hi Robert,
      Thanks, it was a fun/ goofy project to work on. I agree about the fingers. That was the agency’s call 😉

      Best,
      Bodin

  3. I’m a baseball fan who is always watching video highlights on MLB. Com. The AM PM ads usually preceded the videos and I’ve come to enjoy them even after repeated viewings. Its effective advertising that makes you wanna check out what’s inside when you get gas

  4. Seems I love him too as I went looking specifically for him on the web!

    Will we be having him visiting stores like Ronald clown did for McD,? Hope so.

    Truly,
    Jerry

  5. I love the new AmPm look and cheese burgers they taste better than burger King and MC Donald’s burgers. Can I please be In one of your commercials , please?

    1. Hi Carlos,

      Glad you like the burgers. I was only part of the design process. I don’t work with the agency for casting the spots.

      Best,
      Bodin

  6. Love the Toomgis character! I watch Dodgers games (in Philadelphia) via MLB baseball package. Great concept in conveying the clients identity.

  7. Great design. At first, I thought he was just a big, funky, character. Then, each time I saw the ads, I saw more and more detail of what he was made of and how well all the food made up TooMGS. Great job!

    And great job to the creative on the commercials. Funny and clever!

  8. I mean no personal disrespect with this comment, but America is experiencing an epidemic of obesity; meanwhile, this character anthropomorphizes processed nutritionally-void “food” as “good stuff.” I’m glad you got paid, but this character could be read as a satire on American eating habits. In many ways, it’s more socially irresponsible than Ronald McDonald in making unhealthy eating habits funny and cute.

    1. Hi Andrew,

      I couldn’t agree more. Honestly I was pretty conflicted about this one. I am vegetarian- have been for about 25 years. I rarely eat sugar and avoid junk food altogether. I personally wouldn’t touch a thing on Toomgis.

      I am often a bit conflicted about the projects I work on, as the product is not necessarily something I would use or endorse. This is, for the moment, my bread and butter, and since it allows me to put (healthy) food on the table for my family, I can’t really afford pass on these jobs.

      Thanks for your insight. Despite the appeal of these commercials, hopefully more and more people will start searching out healthier options, and who knows, maybe some day ampm will start offering more nutritional foods- the real “good stuff”.

      Best,

      Bodin

  9. My 7 year old daughter, for some odd reason, loves this character. LOL. Is there a Toomgis doll or stuffed animal? I’d love to get her one.

  10. I’m in the minority here . . . I really . . . REALLY . . . dislike this character . . . advertisers are dumbing down their creativity and low-balling stupidilty like “TooMGiS” . . . really! The irregularity of the English language . . . the flaunting of nothing but snack foods that are categorically bad for the human body (sweet foods in moderation, okay . . . but this plays on obsession with salty and sweet snacks that caters to health problems and obesity in society). I am disgusted. Again, I know I’m in the minority here, but I actually Googled this thing because I dislike it so much . Every time an AM/PM commercial with this stupid character comes on I turn it off and leave the room. I will NEVER walk into an AM/PM market to buy anythank becuase of this character!!

    1. Hi,

      I do see where you are coming from, and your concern is definitely valid. Honestly I was pretty conflicted about this one. I am vegetarian- have been for about 25 years. I rarely eat sugar and avoid junk food altogether. I personally wouldn’t touch a thing on Toomgis.

      I am often a bit conflicted about the projects I work on, as the product is not necessarily something I would use or endorse. This is, for the moment, my bread and butter, and since it allows me to put (healthy) food on the table for my family, I can’t really afford pass on these jobs.

      Thanks for your insight. Despite the appeal of these commercials, hopefully more and more people will start searching out healthier options, and who knows, maybe some day ampm will start offering more nutritional foods- the real “good stuff”.

      Best,

      Bodin

  11. PLEASE people. Speak with your wallet; if AM/PM is promoting unhealthy lifestyle, don’t patronize their business. Voicing your opinion is okay, but it won’t hit ’em where it hurts. If people would stop buying CR@P, AM/PM would stop selling it and look for another way to supplement income from their primary product: gasoline.

    Toomgis was created because there is a large market for junk food and AM/PM wants a piece of it. Show some backbone and make better choices children!

  12. What an awful, disgusting character. Not only is he made of junk food, he is stupid. The worst role model for kids. Walking diabetes. So foul! Put an end to Toomgis!

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