Paul B. Cummings Directs “#DinnerWithGoop” Campaign Featuring Comedian Jenny Yang via Edelman
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Actor-activist Jenny Yang partnered with Ajinomoto to bring to light some of the misconceptions about MSG and highlight how to eat clean based on scientific evidence.
Directed by Paul B. Cummings, the spot opens with Yang conceding that she’s willing to delve into the Goop buzz and try their many recommendations for healthy living including red-light therapy and beet cocktails. Yang goes on to detail some of the issues with Goop and other brands arbitrarily deciding that her grandma’s red braised pork belly is less “clean” than your grandma’s chicken pot pie.
The spot concludes with Yang’s invitation to the “Goop Goddess” to join her for an MSG-based feast and take a fresh look at ‘clean eating.’
Agency: Edelman
ECD: Jesse Suchmann, CD: Conor Hogan, AD: Madelyn Fetzko, Jasen Wong: Senior Copywriter, Group EP: Ari Pomerantz, Senior Producer: Gina LoPinto, EVP: Jennifer Horowitz, VP: Stephanie Walker, Senior Account Sup: Victoria Kwan, Project Director: Mamo Arima
Production Co: Tuff
Director: Paul B Cummings, EP(s) Max Rose & DJay Brawner, Producer: David Johnson, DP: Sam Brownfield, Production Designer: Lauren Meyer, Editor: Paul B Cummings
Color: Derek Hansen @ Afx
