Last year, Johnsonville created a limited run of t-shirts using a member’s (employee named Shawn) tagline, “You Can’t Spell SaUSAge Without ‘USA’” written across the chest. The shirts were a huge hit on the brand’s social channels, garnering a surprising level of positive sentiment.
This led agency Droga5 NT to the insight that consumers might be compelled to hear the story of Johnsonville’s All American origins and that the “Made in the USA” claim not only built trust and quality associations, but improved purchase intent as well. This insight led to a simple campaign premise: this summer, let’s remind America that “Johnsonville brats are made in the U.S.A.!”
So for the third installment of the “Made the Johnsonville Way” campaign, Johnsonville once again turned to its employees for the commercial ideas. This time around, four-year Johnsonville employee, Tammy, had her all-American commercial dream come true. After all, you can’t spell SaUSAge without U-S-A!
Tammy’s “Made in the USA” spot combines two of her favorite things: musicals and America. It all starts with a little girl innocently asking her mother where Johnsonville brats are made. Her mother, with the help of a town full of people, answer the girl in the most over-the-top Broadway-esque fashion.
This campaign launch spot was directed by Adam and Dave of production house Arts & Sciences. Second Child was production company on the Tammy interview portion of the spot.
CreditsClient Johnsonville Agency Droga5 NY David Droga, creative chairman; Scott Bell, executive creative director; Kevin Weir, Chris Colliton, creative directors; Dan Litzow, copywriter; Max Friedman, art director; Amanda Revere, Andrew Slough, executive producers, film; Jonny Bauer, global chief strategy officer; Ben Brown, strategy director; Newman Granger, strategist. Production Arts & Sciences Adam and Dave, directors; Toby Irwin, DP; Mal Ward, exec producer; Patrick Harris, producer; Noel McCarthy, production designer. Production (Tammy interview portion) Second Child Scott Chin, exec producer; Sara Vander Horn, producer; Andrei Bowden Schwartz, DP; Nick Ljubibich, editor; Joe Garst, assistant editor. Editorial Mackcut Ryan Steele, editor; Devon Flint, assistant editor; Gina Pagano, exec producer; Sam Shaffer, sound design. Postproduction MPC Jesse Kurnit, exec producer; Aiste Akelaityte, VFX producer; Warren Paleos, VFX supervisor/2D lead; Bilali Mack, 2D lead; Vishal Darkunde, 3D; Ed Koenig, color exec producer; James Tillett, colorist. Music Butter Music & Sound Ian Jefferys, EP/managing director; Josh Canevari, composer; Kristin Kuraishi, producer. Audio Mister Bronx Audio Post Eric Hoffman, mixer; Molly Burke, producer.
Top Spot of the Week: Director Jake Scott, Paramount Brand Studios “Make Your Gameday Epic” In “Gladiator II”-Inspired Pepsi Spot
Nearly 20 years after Pepsi’s “Roman Empire” made its mark on pop culture, the brand is returning to the arena with a colossal Gladiator-themed campaign titled, “Make Your Gameday Epic™.” Celebrating the start of the 2024 NFL season and the highly anticipated release of Paramount Pictures’ Gladiator II in theaters on Nov. 22, this short film--directed by Jake Scott via RSA Films for Paramount Brand Studio features Megan Thee Stallion, as Empress Megan, leading a legion of NFL superstars turned Gridiron Gladiators, including Josh Allen, Derrick Henry, Justin Jefferson and Travis Kelce, locked in an epic battle with ice-cold Pepsi at the heart of the action. A brand-new gameday anthem from three-time, Grammy award-winning artist Megan Thee Stallion soundtracks the campaign. The unmistakable “boom, boom, clap” from Queen’s epic track “We Will Rock You” is featured on a fresh sample with cutting new lyrics from Megan. The new track became available on all major music streaming platforms, and ahead of Megan hosting the 2024 MTV VMAs last night (9.11), where the track and music-video inspired spot were heard and seen throughout the show. “I’m honored to follow in the footsteps of the legends who appeared in this Gladiator campaign 20 years ago and proud to have carved my own new legacy,” said Megan Thee Stallion. “Pepsi really brought the worlds of music, sports and entertainment together in a powerful way to set off the new NFL season.” The spot opens with Lamorne Morris and Jake Lacy peering into a can of Pepsi Zero Sugar as it transforms into a colosseum. Empress Megan calls the shots, and the royal roster of NFL players are at her command as they all vie for her favor and a sip of an ice-cold Pepsi... Read More