Your Spicy Side is that part of you that’s a little bold, a little mischievous and whole lot of insane. It looks just like you, only about 1/3 your size, with a single horn and overgrown facial hair.

Along with television spots, POS and other offline pieces, we created a series of web banners that let people interact with a Spicy Side whether it's riding a dog, tossing a house plant through a television set or getting caught on a ceiling fan.

At SpicySide.com, visitors can meet their individual Spicy Sides (i.e., create an avatar), explore a town filled with hidden Slim Jims, chat with their friends and rumble with other players. It's a social network for Spicy Sides where users can add buddies, search for friends online, challenge players, etc. The heart of the site is a multi-user online gaming environment that features head-to-head rumbles, modeled after classic fighting platforms like Mortal Kombat. Only in this instance, you see your Spicy Side (the crazy, miniature version of you) dishing out unique spicy moves (such as throwing a fish or banging someone upside the head with an outdoor grill).