Harold Einstein of Dummy Films directed this spot, “Lost,” for Dole Fruit Bowls. The commercial is part of the “Hold My Fruit Bowl” campaign conceived by agency Erich & Kallman.
In “Lost,” a group of young scouts gets lost in the woods as their troop leader is unable to find his bearings. A small boy hands the Dole Fruit Bowl he’s eating to a fellow scout and says, “hold my fruit bowl.” Next, the boy calls on a hawk for help. He has a friendly conversation with the bird in its own language, finds the way out of the woods and saves the day.
Seems that our lad was fueled by the healthy nutrition of the delicious Dole Fruit Bowl, enabling him to step up and out-do the adult leader of the pack.
Credits
Client Dole (Fruit Bowls) Agency Erich & Kallman LLC Eric Kallman, chief creative officer/founder; Aaron Araya, copywriter; Vail Prior, art director; Kati Haberstock, producer. Production Dummy Films Harold Einstein, director; Michael Kanter, exec producer/managing director/producer; Glynn Speeckaert, DP; Patrick Lumb, production manager. Editorial Arcade LA Dave Anderson, editor; Joelle Graham, assistant editor; Sila Soyer, exec producer/partner; Crissy DeSimone, exec producer; Tom Barnett, producer. Finishing The Mill John Shirley, creative director; John Leonti, creative director, VFX supervisor; Sumer Zuberi, Francesca Moran, deputy head of production/producers. Color Company 3 Tim Masick, sr. colorist; Kevin Breheny, sr. producer/short form. Audio Mr. Bronx Geoff Strasser, mix & sound design; Hanna Choi, producer. Music Butter Music Stone Irr, producer.
Director Marc André Debruyne--who’s handled by production house Open Swim for U.S. representation--brings Coca-Cola’s legacy of celebrating holiday traditions to life in this campaign spotlighting Filipino Balikbayan boxes. The spot--out of Toronto agencies Taxi and VML--features Tita Rosita, owner of the oldest Filipino-Canadian grocery store in Toronto, whose much-adored shop was wrapped like a massive Coca-Cola-themed Balikbayan box as she prepared hundreds of boxes for customers to send their loved ones, with Coca-Cola paying for the boxes and the cost of shipping them to the Philippines. The spot is a testament to the brand’s prevailing facilitation of cultural and generational connectivity, especially during the holiday season.
The collaborative project--produced by Toronto production company MOWAD--was particularly special for Debruyne, who’s Filipino, because of the large presence of Filipino crew members on set. “It’s a totally surreal feeling when a work project crosses over into your personal life. It’s not too often that happens,” shares Debruyne. “The number of Balikbayan boxes I’ve sent home since I was a child, being surrounded by so many Filipinos on set – both crew and cast, and even being served pancit by Tita Rosita for lunch (and getting yelled at after because I didn’t have seconds) brought back so many wonderful memories of my mom. It was such a fun vibe on set. This wasn’t even a job, it was truly something special.”
