Hasta La Creative!

Honeymoon, the Boulder, Colorado-based creative collective launched by CP+B/Victors & Spoils vet Noah Clark, launched a new campaign for organic nutritional products brand Orgain, calling on viewers to “Get Picky With Your Protein.” 

A 60-second (or thereabouts) spot features a picky youngster explaining some of his food specifications: cheese must be cut into triangles, pasta noodles no longer than his pinky finger and, of course, his apple slice can’t touch his blueberries. His mother, he explains, isn’t quite so selective, downing a gross nutritional shake every morning. Mom, it turns out, doesn’t enjoy her morning routine and lets fly a string of expletives after drinking the gross shake.

The spot ends with the message that there’s a better way, and you can get picky about your protein with Orgain’s plant-based protein powder. “Get Picky With Your Protein” relies on the relatable premise that children are picky eaters (true enough) before contrasting that with the nutritious but, let’s face it, kind of gross things adults will sometimes down in the name of staying healthy, highlighted by mom’s foul-mouthed reaction. It makes a point of calling out the grit found in most of its competitors, a selling point for a brand which claims to avoid that unpleasant texture.

“We found great inspiration (and irony) in the fact that parents often hold their kids to high nutrition standards but fall far short of them ourselves. We want our kids to eat right, yet we as adults choke down products with awful ingredients and a bad taste without thinking twice,” said Clark. “Somewhere along the way we decided it was okay to put horrible tasting things in our body just because we thought it was good for us. With this video, we hope to let people know it doesn’t have to be this way.”

Since Black Friday fever is subsiding for a bit until the Christmas rush kicks back up, we can stop paying attention to Kmart’s Jingle Balls commercial and focus instead on brand philanthropy. Now that JCPenney signed a few free agents – Doner, EVB, Victors & Spoils – to take over their creative duties, the department store is headlining “Jingle Mingle” a collaborative musical project tied to USO holiday donations. It appears that EVB and Victors & Spoils took the reins on this one, and the Boulder-based team was led by Noah Clark and Steve Babcock.

There’s some vanilla exposition on the campaign’s site from country singer Blake Shelton, which is almost worth watching just to hear him say “Santa Pipes.” That’s not a phrase. But users can record their own versions of “Silent Night” before a big televised rendition on December 19 meant to raise the spirits of US troops. There’s also a monetary donation for each submission that’s ultimately capped at $100,000. It’s for a good cause. It lets people sing without bothering strangers with bah humbug looks on their faces. And nobody has to stand in a line at 3 AM for a new Xbox. Happy holidays and Santa Pipes to all.

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