In the 1960s and early 1970s, Chips Ahoy bags featured comic strips of Cookie Man, a superhero character who subdued various cookie-devouring creatures such as Fruit Fly or Big Wig. His alter-ego was Mort Meek, who was always seen "counting the 16 chips" in his Chips Ahoy cookie when he was attacked by one of the creatures, at which point he slipped into a phone booth, locker room, restroom, etc., to become Cookie Man and finish off the villain in a Clark Kent—Superman vein. These characters were also the subject of Chips Ahoy's concurrent TV commercial campaign, and were both played by the same actor.
For a time in the mid-1990s, advertising labeled Chips Ahoy as being "1,000 chips delicious!" The acquired theme song for most of Chips Ahoy! commercials during its most popular time in the 1990s was a portion of the song "Sing, Sing, Sing" by Benny Goodman's jazz band in the 1930s. From 2002 to 2010, Chips Ahoy's mascots were the animated "Cookie Guys". In 2010, the Cookie Guys were replaced by a live-action campaign on the theme of "joy", in which it is demonstrated that the simple act of opening a bag of Chips Ahoy! brand cookies induces feelings of delight and exultation to the degree that one is affected with "happy feet" and begins dancing.
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