Matt Dilmore of Biscuit Filmworks directed this spot–titled "Can I Touch It?"–for Nature’s Care Organic Garden Soil, celebrating the product with a 40-foot-high monument of dirt, two regular guys commenting on it and the tagline, “That’s some good dirt.”
In a category that typically puts the emphasis on storybook vegetable gardens, agency Barton F. Graf 9000 wanted to instead make the dirt pile the hero.
Client The Scotts Company LLC/Nature’s Care Agency Barton F. Graf 9000 Gerry Graf, founder/chief creative officer; Scott Vitrone, Ian Reichenthal, partners/executive creative directors; Amanda Clelland, creative director/art director; Nick Kaplan, creative director/copywriter; Josh Morse, head of production; Erica Kahr, producer. Production Biscuit Filmworks Matt Dilmore, director; Shawn Lacy, managing director; Colleen O’Donnell, executive producer; Peter Slowey, line producer. Editorial Mackenzie Cutler Gavin Cutler, editor; Pamela Petruski, assistant editor; Sasha Hirschfeld, exec producer. Post Company 3 Tim Masick, colorist. Audio Post Heard City
Plant-based food brand THIS™ is bringing its trademark humor to TV screens during Veganuary with the debut advertising campaign from its new creative agency, London-based St Luke’s.
Centerpiece of the campaign is this film directed by Glenn Kitson through St. Luke’s in-house production studio, Apostle Studios.
Shot in a mockumentary style complete with hand-held camera work on 35mm film, it stars a glamorous and very upbeat real estate agent who loves being at the top of her profession. She then reveals how after just one taste of the juicy, award-winning THIS™ Isn’t Pork Sausages, things changed. If meat-free sausages can taste this good, she reasons, then absolutely anything is possible. And with a flash, our estate agent has decided to become a wingsuit flyer--with somewhat unfortunate consequences.
Nonetheless, she remains cheerful, and the film finishes with the line “THIS Changes Everything*” along with a disclaimer that “everything” does not include wingsuit flying abilities.
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