Chobani - "Cow"

Opperman Weiss

Opperman Weiss New York, United States

11776

Бренд: Chobani
Страна: United States

Рекламодатель: Chobani, Inc.

Заголовок	Cow
Агентство	Opperman Weiss
Кампания	Love This Life
Рекламодатель	Chobani, Inc.
Бренд	Chobani
Posted	Май 2015
Бизнес сектор	Йогурт
История	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."
философия	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.
Тип медиа	Телевидение
Длина	41 seconds
Продакшн Студия	Ridley Scott Creative Group
Музыка	Duotone Audio Group
Телекинопроекционная аппаратура	The Mill New York
Спецэффекты / видеоэффекты	Blacksmith
Арт-директор	Jeff Weiss
Копирайтер	Paul Opperman
Исполнительный продюсер	Mark Johnston
Управляющий директор	Julian Shiff
Директор	Laurence Dunmore
Президент	Jules Daly
Линейный продюсер	Michele Abbott
Оператор-постановщик	Brendan Galvin
Редакционная компания	Bug Editorial
Редактор	Andre Betz
Исполнительный продюсер	Caitlin Grady
Исполнительный продюсер	David Leinheardt
Креативный директор	Jack Livesey
Продюсер Продакшн Студии	Giovanni Lobato
Закупщик художественного оформления	Paul Opperman
Руководитель производства	Sean Costelloe
Колорист	Fergus McCall
Продюсер по цвету	Natalie Westerfield
Исполнительный продюсер	Gloria Pitagorsky
Смеситель	Cory Melious
Исполнительный продюсер	Charlotte Arnold
2D Художник	Daniel Morris