This spot taps into the fact that when kids enjoy something, they want to do it again and again. Vignettes show kids saying “Again” to a parent or parents to repeatedly enjoy the same fun.
This affinity for “again” then dovetails to an announcement that as of today 75 percent of General Mills’ cereals no longer contain flavors and colors from artificial sources. So now parents can love General Mills cereals–again.
Jun Diaz of Smuggler directed these charming parent/child vignettes for General Mills agency McCann New York.
Credits
Client General Mills Agency McCann NY Eric Silver, North American chief creative officer; Tom Murphy, Sean Bryan, chief creative officers; Larry Platt, executive creative director; Ryan Quigley, Nick DiLallo, associate creative directors; Molly Wilkof, copywriter; Zoe Kessler, art director; Nathy Aviram, chief production officer; Amanda Revere, executive producer; Eric Johnson, Mike Ladman, music producers. Production Smuggler Jun Diaz, director; Drew Santarsiero, exec producer; Leah Fleischmann, producer. Editorial Work Editorial Ben Jordan, editor. Music Finger Music Audio Post Heard City Phil Loeb, engineer.
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.”
