David Shane of O Positive directed three spots as part of this “None Of This Makes Sense” integrated campaign for low calorie health beverage Bai out of agency Barton F. Graf.

The ad shop’s strategy taps into the irony that Bai is loaded with antioxidants and has only five calories–yet somehow still tastes great. The campaign drives home the point that none of this makes sense, brought to you by people in situations that also make no sense. This is particularly evident in the commercial titled “El Guapo” featuring a man who’s a Latin pop superstar despite being totally unqualified for that role.

Credits

Client Bai Agency Barton F. Graf Gerry Graf, chief creative officer; Laura Janness, chief strategy officer; Ian Reichenthal, executive creative director; Nick Kaplan, Amanda Clelland, creative directors; Brandon Solis,l digital strategist; Richard Langhorne, copywriter; Zack Madrigal, art director; Josh Morse, head of integrated production; Brad Powell, Amanda Revere, executive producers. Production O Positive David Shane, director; Ralph Laucella, Marc Grill, exec producers; Ken Licata, Kate Sutherland, producers; Joe Zizzo, DP. Editorial MackCut Erik Larol, editor; Brendan Hogan, assistant editor; Sabina Elease Utley, editorial producer; Sasha Hirschfeld, exec producer. Music Butter Andrew Sherman, composer; Ian Jeffreys, exec producer. Post Company 3 Tim Masick, colorist. Audio Post Heard City Eric Warzecha, engineer.

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