Chobani - "Family"

Opperman Weiss

Opperman Weiss New York, Etats-Unis

13054

Marque: Chobani
Pays: Etats-Unis

Annonceur: Chobani, Inc.

Titre	Family
Agence	Opperman Weiss
Campagne	Love This Life
Annonceur	Chobani, Inc.
Marque	Chobani
Mise en ligne	Mai 2015
Secteur d'activité	Yaourts
Synopsis	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.
Type de média	Télévision
Longueur	101 seconds
Maison de production	Ridley Scott Creative Group
Musique	Duotone Audio Group
Télécinéma	The Mill New York
Effets spéciaux	Blacksmith
Directeur artistique	Jeff Weiss
Concepteur / rédacteur	Paul Opperman
Producteur exécutif	Mark Johnston
Directeur Général	Julian Shiff
Réalisateur	Laurence Dunmore
Président	Jules Daly
Producteur délégué	Michele Abbott
Directeur de la photo	Brendan Galvin
Montage	Bug Editorial
Monteur	Andre Betz
Producteur exécutif	Caitlin Grady
Producteur exécutif	David Leinheardt
Directeur de création	Jack Livesey
Producteur, maison de production	Giovanni Lobato
Acheteur d'art	Paul Opperman
Responsable de la production	Sean Costelloe
Coloriste	Fergus McCall
Color Producer	Natalie Westerfield
Producteur exécutif	Gloria Pitagorsky
Mixer	Cory Melious
Producteur exécutif	Charlotte Arnold
2D Artist	Daniel Morris