Hasta La Creative!

Happy Valentines Day from Wurst! Yes, the sausage goes in the open bun. Do you need more instructions? You can add condiments of your choosing.

Begun last year, all of the ads in campaign have employed a documentary approach to show how Kraft food products are woven into the lives of real people, but these latest spots take the concept to a new and deeper level. One spot features the Villeres, a couple with four young daughters who have built a rambling garden next to their home where they raise chickens and grow fresh fruits and vegetables. Two other spots introduce the Trotters, an exuberant family of do-it-yourselfers who whip up a sumptuous back porch barbecue for their friends.

The stories presented by the spots are uplifting, insightful and sincere. And the connection to Kraft is made with a light touch. In the Villere spot, mom blends Kraft’s Philadelphia Cream Cheese into an omelette she is preparing.

Gleie created these intimate human dramas in a thoughtful and restrained manner that runs counter to conventional advertising. In selecting his subjects, the director avoided casting agents, relying instead on word-of-mouth sources to locate families whose lifestyles and values coincided with the Kraft brand. Then, working with a small crew, he spent a week shooting them in their own homes and doing things they normally do.

“In most commercials, everything is planned out in great detail,” Geie says, “but in this case, we begin by letting go. We step back and observe. In the process of finding these families in New Orleans, the scripts and the ideas developed. It took new turns every day. So, it was really about keeping an open mind.”

Gleie says that the respect he and his crew showed to their subjects is reflected in the naturalism and emotional power of the finished spots. “Everyone on the crew was moved by these people and how inviting they were,” he notes. “We felt like we were making new friends.”

“This was such a nostalgia trip for us. It’s a really fun series of commercials that have all the joys of the original most of us remember from childhood but with a contemporary twist,” comments Clare McGrath, Executive Producer at Finger Music.

The primary musical objective for the campaign was to stay as close as possible to the original for instrumentation and vocal sound, but modernise the track with the new sound effects and lyrics. Finger enlisted composer, Ant Adams, and LA-based singer, Greg Lastrapes, to re-create the original music to fit the new lyrics for the song.

Clare adds: “Ant is a brilliantly talented composer, who creates authentic music on any instrument he lays his hands on. It was fantastic to have him on-board for this project, and it was equally important that the vocalist we chose could mimic the distinctive original vocals and adapt to the new lyrics. Together, Ant and Greg worked to create a brilliant revival of the Birds Eye Waffle jingle”

Steve Chantry, Birds Eye Marketing Director, comments: “The new ad campaign is an exciting moment for Birds Eye, as not only does it bring a new product to the breakfast table, but it gives a nod to the heritage of the brand and reminds Brits of a moment from their pasts. Ensuring we provide versatile products for shoppers is key to the brand, as we want them to remember that for any meal occasion Birds Eye has a solution that caters to all needs and tastes.”

Birds Eye’s ‘Hello Morning’ ad can be seen during Britain’s Got Talent on Saturday 7th.

Ogilvy has collaborated with KFC Hong Kong to create two edible nail polish flavours sourced from natural ingredients and based on the brands all-time favourite recipes – Original and Hot & Spicy. To use, consumers’ simply apply and dry like regular nail polish, and then lick – again and again and again. To launch it, Ogilvy teased the idea of these nail-polishes in social media, launched a “tasting party” for them. and even released this groovy little beatboxing & dance music video to go with it.

KFC as trending happening beat-boxing teenage fashion. I haven’t seen anything quite this odd since those Japanese high fashion McDonald’s ads. But I like it, so hey. Don’t miss the posters that go along with this work