Hasta La Creative!

Leo Burnett has unveiled its first work for Kraft’s struggling Jell-O brand with the 30-second spot “Faces.” Kraft shifted its Jell-O account from CP+B to Leo Burnett as part of a broader consolidation announced in December.

Set to the song “More Smiles” by Los Angeles duo The Jump Ups, “Faces” shows a variety of Jell-O creations built to resemble smiling faces, with the text “101 ways to make you…” temporarily interrupting the action. The ad ends with a father and daughter laughing while mixing up some Jell-O in the kitchen, followed by the tagline, “made with J-E-L-L-O-V-E.” It marks a shift in focus for the brand, as it emphasizes the moments families share when they make Jell-O products.

“What we found is that Jell-O is a catalyst for these incredible bonding moments between parents and their kids and the experience in making the product is really where all the emotion exists,” Jell-O Brand Director Noelle O’Mara told AdAge.

Se você perguntar para uma mulher o segredo da felicidade instantânea, há grandes chances de ela responder que é o chocolate. No caso do novo filme da JELL-O, a felicidade instantânea é, claro, um pudim de chocolate. E não é uma mulher quem diz isso, mas um homem que explica ao filho as razões de ele gostar tanto do produto. É aí que a história começa.

“Imagine acordar toda manhã com um pouco menos de cabelo. Depois, dirigir para o trabalho no trânsito pesado. Apenas para descobrir, quando chegar lá, que o projeto que você trabalhou durante um ano de repente foi cancelado…”

É claro que o pudim de chocolate faz tudo isso valer a pena no final das contas, mas o verdadeiro destaque deste comercial é o garotinho, que ouve o pai atentamente e coloca tudo sob sua perspectiva.

Ótima produção, com doses de fofura capazes de deixar o dia de qualquer pessoa melhor. A criação é da CP+B.

Post originalmente publicado no Brainstorm #9
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Jell-O's new "Jigglevision" social campaign from Crispin Porter + Bogusky is not quite as titillating as it sounds. You write a brief message on the brand's Facebook app using various "Jigglevision" patterns as camouflage, then share the note with friends via email or social media. Recipients decode the message by reading it through a red Jell-O gelatin snack lid. Just like they do at the NSA! Integrating social and real-word elements is cool, in theory. But if someone sent me a Jell-O jiggle-message, my first and last thought would be: #FML. Also, needing a Jell-O lid to play implies that you have to actually buy some product. Come on, that's not what social media is about! Kids will probably love this modern spin on a throwback idea (assuming they don't make a sticky mess of the computer), but to me it just feels a little insubstantial. Then again, given the product, what did I expect?

Today we say goodbye to the King of Pop, Michael Jackson. Over the next few months, the general public will dissect all things MJ — what will happen to his three children, and what his musical legacy will become. I’m more interested in is his impact on the advertising world.

Until 1984, it was virtually unheard of for a superstar to endorse products on TV, until Pepsi inked a $5 million deal with Jackson, paving the way for future deals with Madonna, Cindy Crawford, Ray Charles, and Britney Spears. In fact, Jackson’s relationship with Pepsi was so successful that brands such as Buick, American Express, Cover Girl, and Jell-O also pursued celebrity deals, elevating those brands to unseen levels of popularity.

The Pepsi-Jackson deal also broke creative ground — at the height of “Thriller,” Jackson rewrote “Billie Jean” to create a version specifically for Pepsi, rather than sing the original jingle, thus taking the concept of branding to a new level. The Wall Street Journal credits Jackson for breaking barriers that gave way to iPod commercials starring Coldplay as well as car commercials featuring indie rock songs that have yet to get radio play, but are sure to be the next big thing.

Not bad for a kid from Gary, Indiana, huh?

Photo Credit: the Associated Press

Sara Barton is a copywriter, social media strategist, and avid blogger who is in search of her next opportunity. Contact her via Twitter, LinkedIn, or her blog.