标题 | Cow |
广告公司 | Opperman Weiss |
广告战役 | Love This Life |
广告主 | Chobani, Inc. |
品牌 | Chobani |
Posted | 5月 2015 |
行业领域 | 酸奶 |
剧情简介 | Chobani Gets Real With Ads That Are About a Lifestyle, Not a Product. Twenty seconds into Opperman Weiss' new 90-second anthem spot for Chobani, it's clear something is amiss. A family in the countryside, caked in mud, trudges through fields, but Mom and Dad aren't talking. They're a farming family, butthis isn't your typical farming-themed commercial, even though it opens with the almost clichéd amber waves of grain. "This is a modern American story," Chobani CMO Peter McGuinness told Adweek onFriday. "It's a family, and we don't know what happened with them. Somethinghappened that involved the kids. And then they work through it as a family. Andthey come out of it stronger and better and closer." |
哲学 | The point is, Chobani doesn't see a pretend world—the world of most yogurtcommercials. It sees the real world. And when viewers see the authentic,real-life moments in the ads, they may be more inclined to believe the realnessof the brand.It's an approach that almost turns Chobani into alifestyle brand—if you buy the lifestyle here, you well may buy the products,too. The spot features an original song written for the brandby Eef Barzelay, who also appears in the spot. The song's refrain is, "To lovethis life is to live it naturally." The tagline itself is "Love this life," and"it's the intersection between the brand and our products and the role they playin people's lives," says McGuinness. "We kind of went from how our yogurt is made to how our yogurt makes you feel,"McGuinness adds. That kind of lifestyle play wouldn't work for every food brand,but "we think we have the authentic credibility to play in this space," headds.Chobani is also debuting new packaging to show the realingredients inside each cup. |
媒体类别 | 电视 |
长度 | |
制作公司 | Ridley Scott Creative Group |
音乐 | Duotone Audio Group |
电影电视 | The Mill New York |
特效 | Blacksmith |
美术指导 | Jeff Weiss |
文案 | Paul Opperman |
执行制片 | Mark Johnston |
Managing Director | Julian Shiff |
导演 | Laurence Dunmore |
President | Jules Daly |
Line Producer | Michele Abbott |
摄影指导 | Brendan Galvin |
剪辑公司 | Bug Editorial |
剪辑师 | Andre Betz |
执行制片 | Caitlin Grady |
执行制片 | David Leinheardt |
创意总监 | Jack Livesey |
制作公司制片 | Giovanni Lobato |
Art Buyer | Paul Opperman |
Head of Production | Sean Costelloe |
Colorist | Fergus McCall |
Color Producer | Natalie Westerfield |
执行制片 | Gloria Pitagorsky |
Mixer | Cory Melious |
执行制片 | Charlotte Arnold |
2D Artist | Daniel Morris |