Panera Bread and ad agency Goodby Silverstein & Partners (GS&P) roll out the “Your Cup Is Always Full” campaign to introduce a new unlimited-coffee subscription for $8.99 a month. After subscribing through the MyPanera app, consumers will be able to walk into a Panera location at any point during the day and get a fresh cup of coffee.
“We love our coffee in this country,” said GS&P CCO Margaret Johnson. “It comes with this feeling of optimism–like you can take on anything. ‘Your cup is always full’ is both a literal promise from Panera and an embodiment of that optimistic feeling.”
With demand for premium coffee at an all-time high, Panera is aiming to take the guilt trip out of the coffee run for millions of Americans.
Helping to introduce the campaign is this 30-second spot, “Sunrise,” directed by Craig Gillespie of production house MJZ. In the commercial, many people from varied walks of life head en masse to the nearest Panera restaurant to get their empty coffee cups filled.
Music/sound house was Barking Owl, which also handled audio post on the commercial.
Credits
Client Panera Agency Goodby Silverstein & Partners, San Francisco Jeff Goodby, Rich Silverstein, partners; Margaret Johnson, chief creative officer; Will Elliott, creative director; Maria Lee, associate creative director/art director; Justin Ralph, associate creative director/writer; Leila Gage, director of broadcast production; Melissa Nagy, producer; Bonnie Wan, head of brand strategy; Cassidy Wilber, director of brand strategy; Victorial Barbatelli, communication strategy director; Ginny Rider, brand strategist. Production MJZ Craig Gillespie, director; Masanobu Takayanagi, DP; Martha Davis, line producer; Emma Wilcockson, exec producer. Editorial Spot Welders Haines Hall, editor; JC Nunez, assistant editor; Jessica Davis, sr. producer; Carolina Padilla, exec producer. Telecine Company 3 Dave Hussey, colorist; Gabriel Wakeman, color producer. VFX/Finishing Eight VFX Ashley Ford, exec producer; Ryan Dahlman, VFX producer; Jean-Marc Demmer, VFX supervisor; Christophe Richard, Flame lead artist; Adam Singer, motion graphics artist. Music/Sound Barking Owl, West Los Angeles, Calif. Barking Owl, composer; Morgan Johnson, sound designer; Kelly Bayett, creative director; KC Dossett, producer. Audio Post Barking Owl Matt Keith, mixer.
FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.
The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.
The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.
The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.
This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.
The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More
