Uncle Ben’s continues its tradition of bringing people together through food in this spot underscoring the meaningful moments that can come from cooking and the lasting impact of enjoying mealtimes together.
As we’re all experiencing in this shelter at home period due to the coronavirus pandemic, finding ways to stay close and connected are more important now than ever, though it looks a lot different today. In a new :45 global spot, “Special Guests,” Uncle Ben’s brings its purpose to life by following a dad and daughter’s routine at home, navigating a new normal and showing how food and the emotional connections we make during dinner can bridge the physical distance all families are feeling. In this case, the daughter reaches out to her grandmother via social media, as they all share a meal.
Launched on social platforms in the U.S–with other markets including the U.K. to follow–this film was created by agency Energy BBDO. It features a real father-daughter duo and was made safely, following social distancing protocols.
Though not part of the new film, Uncle Ben’s and Mars Food have been working to support relief efforts during this time and are providing 2.2 million meals (nearly $1 million in-kind donation of 308,000 lbs. of rice) to long-standing partner Feeding America.
CreditsClient Uncle Ben’s Agency Energy BBDO Josh Gross, Pedro Perez, chief creative officers; Kenny Blumenschein, executive creative director; Gloria Dusenberry, Manuel Torres, creative directors; John Pratt, head of integrated production; Jeff Davis, executive producer; Daniel Kuypers, executive director of music; Nick Maker, music producer; Elka Anderle, global strategy lead. Production Company Society Connor Martin, director; Harry Calbom, exec producer. Editorial & Audio Company Flare Chicago Casey Cobler, editor; Jenny McDonald, exec producer; Steven Aguilar, sr. audio engineer. Color Nice Shoes Ron Sudul, colorist; Serena Bove, producer. Music Song: “Light Up”; Prateek Kuhad, artist.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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