John Cena (And His Pecs) Star in Havas Chicago’s New Spots for Hefty

Havas Chicago launched a new campaign for Hefty with a series of spots starring John Cena, two of which, in a misguided casting decision, two of which also feature former SNL cast member/anti-vac nutcase Rob Schneider.

The spots also revive the “Hefty! Hefty! Hefty!” chant the brand used in its advertising back in the 80s, as well as the Hefty vs. Wimpy dynamic. In “Hefty/Wimpy,” Cena is excited to find Hefty Ultra Strong with Odor Control at such a low price. When he picks up a box, he hears the “Hefty! Hefty! Hefty!” chant. When Schneider chooses a competitor named Wimpy, he hears something quite different.

Another spot, “Pec Flex” finds Cena’s flexing pecs accompanying the chant. “My pecs do that when people save money on Hefty,” he explains to the cashier who just rang up the product,” which sends the woman behind him scurrying back for an armful of Hefty boxes. A third spot pictures a man transforming into Cena after picking up a box of Hefty, while another woman opines about her husband turning into Schneider instead, upon picking up a box of Wimpy.

While Cena, who recently appeared in R/GA’s “We Are America” PSA, puts in a fine performance, the attempts at humor fall flat. That’s mostly thanks to a mix of premises which are too obvious and unconvincingly go for cheap laughs. It’s too bad, as Cena has proven he can put in a good comedic performance with his role in Trainwreck. The approach could have potential going forward, though, if Havas can improve its comedic chops (and maybe get rid of Schneider).

“Hefty is an iconic American brand and Cena is very all-American. He’s got this great strength so that’s the perfect fit because Hefty has always been known for its superior strength,” Havas Chicago creative director Ecole Weinstein told Adweek

Credits:
AGENCY:
Chief Creative Officer, N.A: Jason Peterson
Group Creative Director: École Weinstein
Copywriter(s) Matt Bush, Alexis Carr
Art director(s): Nat Loehr
Co-Head of Production, N.A: Dave Evans
Executive Producer: Brigette Whisnant
Sr. Business Affairs Manager: Bonnie Hamilton
Managing Director: Lisa Evia
Account Supervisor: Kristy Hughes
Assistant Account Executive: Matt McManus
Project Manager: Katelin Randall
Strategy: Michelle Gerstin, Martin Vogts
Media VP Account Director: Shawn Mulroney, Bethany Whipple
Media Supervisor: Amanda Smidt
Media Planner: Kamila Kowalczuk, Denise Alvarez

PRODUCTION COMPANY:
Production Company: Smuggler – Los Angeles
Director: Renny Maslow
Executive Producer: Drew Santarsiero
Line Producer: Rhonda Vernet
Director of Photography: Bob Yeoman

POST PRODUCTION:
Editorial Company: Whitehouse Post, Studio 6- Chicago
Sr. Editor: Dan Zabinski – Whitehouse Post Chicago
Asst. Editor Kelsey Moher – Studio 6 Chicago, Ben Cline & Luke Sloma – Whitehouse Post Chicago
Sr. Audio Engineer: Todd Beee – Studio 6 Chicago
Executive Producer: Lauren Shawe – Studio 6 Chicago
Post Producer: Kara Weinert – Studio 6 Chicago, Natalie Ksiazek – The Mill, Lauren Connolly – Whitehouse Post Chicago
Colorist, company: Luke Morrison – The Mill
Conform Artist, Company: Randy McEntee – The Mil
Graphic Artist, Company: Colin Hess – The Mill
Music Composer, Company: Marmoset

Moms Bring the Slang in Havas’ Latest for Hefty Cups

Havas Worldwide Chicago launched a new campaign for Hefty cups featuring party-loving moms dropping some unexpected slang phrases.

In fact, the spots, which rolled out today on the brand’s Facebook page, seem to cram in as much modern day slang — such as “on fleek,” “turnt,” and “bae” as possible, with truly cringe-worthy results. Of course, cringe comedy was clearly what the agency was going for here, but some may question whether it succeeds at the comedy part or if it tries just a little too hard. Three spots follow the same basic formula, with an average-looking suburban mom speaking about partying it up while using some rather unexpected language, followed by the hashtag “#partyhardmoms” and metal music leading into a shot of a Hefty cup, promoted as “Now crack resistant.” While the “Party Hard” approach makes sense for the brand, that the branding doesn’t occur until the end of the ad could prove problematic, especially considering that the cringe-factor means some people will tune out well before the spot’s conclusion. The ads do deserve a little bit of credit, though, for taking a shot at the one-dimensional mom stereotypes that are still prevalent in advertising.

“Traditionally mothers are cast in one light: wholesome caregivers for their children,” Lynnette Hinch, director of marketing for Hefty Cups, told Adweek. “But the reality is moms are much more complex and multifaceted.”

Credits:

Client: Hefty
Campaign: Party Hard Moms
Agency: Havas Worldwide Chicago
CCO: Jason Peterson
GCD: Ecole Weinstein
CD: Shelby Georgis
Copywriter: Matt Bush, Kristi Lira
Art Director: Katie Rogers
GAD: Lisa Evia
AE: Christina Banuelos

Production Company: One Thousand Percent
Directors: Antonio Santos, Phil Pinto
Producer: Kris Rey-Talley
Music: Trentino

Post Production: Studio 6/Chicago
Executive Producer: Lauren Shawe
Producer: Jordan Sider/Kara Weinert
Editor: Steven Mach/Kelsey Moher
Senior Audio Engineer: CRC, Mark Ruff
Color Grade: Studio 6/NYC, Peter Berthold
CG/Graphics: Feral, Jon Gallo

Hefty Is Now Sexing Up Garbage Men

Following the trend of hunky men peddling not-so-hunky products (like Liquid-Plumr and Kraft salad dressing) is Hefty with its new "Ultimate Garbage Men" commercial.

In the spot by Havas Worldwide Chicago, super sexy garbage men in tight shirts drop all sorts of weird innuendos that make zero sense when discussing garbage bags. However, the presence of an actually hefty garbage man makes the spot kind of funny. Or at least funny enough to excuse the phrase, "And that gripping drawstring? So tight." Unfortunately, there's no redeeming the housewife making awkward expressions of arousal. Check out the credits after the jump.

CREDITS
Agency: Havas Worldwide Chicago
Chief Creative Officer, President: Jason Peterson
Creative Director: Ecole Weinstein
Art Director: Cam Giblin
Copywriter: Tom Houser
Executive Producer: David Evans
Producer: Joe Tipre
Business Manager: Bonnie Hamilton
Account Director: Vicky Runyon
Senior Account Executive: Lindsey Cohen
Assistant Account Executive: Christina Banuelos
Production Company: BRW
Director: Matthew Pollock 
Music Production Company: Duotone Audio Group