Chobani - "Cow"

Opperman Weiss

Opperman Weiss New York, Vereinigte Staaten von Amerika

11770

Marke: Chobani
Länder: Vereinigte Staaten von Amerika

Werbende: Chobani, Inc.

Titel	Cow
Agentur	Opperman Weiss
Kampagne	Love This Life
Werbende	Chobani, Inc.
Marke	Chobani
Posted	Mai 2015
Geschäftsbereich	Joghurt
Story	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."
Philosophie	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.
Medientyp	Fernsehen
Länge	41 seconds
Produktionsfirma	Ridley Scott Creative Group
Musik	Duotone Audio Group
Filmübertragung	The Mill New York
Spezialeffekte	Blacksmith
Art Director	Jeff Weiss
Texter	Paul Opperman
Executive Producer	Mark Johnston
Geschäftsführer	Julian Shiff
Regisseur	Laurence Dunmore
President	Jules Daly
Herstellungsleiter	Michele Abbott
Direktor Fotografie	Brendan Galvin
Redaktionsbüro	Bug Editorial
Cutter	Andre Betz
Executive Producer	Caitlin Grady
Executive Producer	David Leinheardt
Creative Director	Jack Livesey
Filmproduzent/Produzent	Giovanni Lobato
Art Buyer	Paul Opperman
Produktionsleitung	Sean Costelloe
Kolorist	Fergus McCall
Color Producer	Natalie Westerfield
Executive Producer	Gloria Pitagorsky
Mixer	Cory Melious
Executive Producer	Charlotte Arnold
2D Artist	Daniel Morris