The Shipyard has partnered with renowned actor, podcaster, and producer Paul Scheer to spearhead an improvisational campaign for Marzetti’s new line of healthy salad dressings, aptly named Simply.
The campaign, titled “It Simply Sells Itself,” showcases Simply’s 11 exciting new flavors, each boasting on 50 calories and 2grams of sugar or less per serving. Through clever humor, comedic timing and a touch of unexpected awkwardness, the ads highlight the brand’s commitment to simplicity and deliciousness.
Credits
Credits:
Brand: T. Marzetti
President – Carl Stealey, VP of Marketing, Dips/Dressings - Jon Zimmer, Brand Manager - Katie Waters, Assistant Brand Manager – Anna Noll, Assistant Brand Manager – Haley Webster
Agency: The Shipyard
Creative Team: Chief Creative Officer - David Sonderman, Executive Creative Director - Mark Hillman, VP Production – Liz Ross, Senior Producer - Jackie Robles, ACD/Art Director - Lauren Wetula, ACD/Copywriter - Lauren Larsen, Digital Exec Producer – Kyle Vicioso | Account Team: Group Account Director - David Hogrefe, Account Director - Katie Schoessel, Account Manager – Laura Hammerstein | Strategy/Media Team: Executive Strategist - Sarah Rivera, Media Director - Megan Isler, Media Planner - Lauren Golda
Production Company - RYB
Director - Paul Scheer, Director of Photography – Elias Talbot, Production Company Producer - EP,Jenn Mickelson // LP, Jeremy Nachbar, Production Design - Central Campus, Central Scenic // Heather Glass-Oaks
Studio – Central Campus
Photography - Ryan Benyi
Editorial Company - FitFinish
Editor/VFX - Mike Goubeaux
Commercial production company Explore and director Jeremy Pinckert went to a familiar well to pull inspiration for their latest production for Go RVing. "Hotel Hassle" was initially conceived as an audio-only campaign, but Go RVing's SVP/CMO Karen Redfern asked Explore to adapt the script into a new, live-action commercial. The adaptation from audio ads to digital commercial spots involved adding re-written lines and a few iconic scenes from Pinckert’s ideas that provided anchor moments for the ads. In particular, 'Hotel Hassle' features a room key that just won’t open the door. The visual he added (a round sensor on the door where the key unlocks) not only modernized the ad into the age of tap, but also gave the spot a technology vs. human undertone, invoking the AI-character Hal from Stanley Kubrick’s '2001 A Space Odyssey.'
Explore and Pinckert also added a visual hook to the ending of the spot that leaned on his own experiences traveling with his family. He found his hands were always full, clutching a few bags, random loose objects, his phone, and of course, his coffee. In the commercial, there is a moment where all of the frustrations are just too much for the protagonist and he almost curses in front of the family. What if the director added an action where the protagonist accidentally spills their coffee and the camera freezes precisely at this moment?
"Hotel Hassle", part of Go RVing's larger Don't Go There! campaign, is currently being broadcast nationwide via strategic digital channels.
