With a Super Bowl buy after halftime in NY, L.A. and Chicago, Bai continued its “None of This Makes Sense” campaign which agency Barton F. Graf kicked off in 2015.
In this piece, we see that just as the concoction of the Bai beverage makes no sense by being good for you while still tasting great, so too does a strident horse whisperer who does anything but whisper. Still, the horse behind him is most obedient to his commands.
Matt Aselton of Arts & Sciences directed this spot, with VFX from Method.
Credits
Client Bai Agency Barton F. Graf Gerry Graf, chief creative officer/founder; Laura Janness, chief strategy officer; Ian Reichenthal, executive creative director; Nick Kaplan, Amanda Clelland, creative directors; Richard Langhorne, copywriter; Zack Madrigal, art director; Josh Morse, head of production; Sara Kastner, head of project management. Production Arts & Sciences Matt Aselton, director; Marc Marrie, Mal Ward, exec producers; Zoe Odlum, line producer. Editorial Arcade Edit Dave Anderson, editor; Chris Angel, assistant editor; Fanny Cruz, producer; Sila Soyer, EP/partner. VFX Method, Angela Lupo, exec producer; Brad Wood, producer. Audio Post Heard City Evan Mangiamele, audio engineer; Gloria Pitagorsky, managing director.
Plant-based food brand THIS™ is bringing its trademark humor to TV screens during Veganuary with the debut advertising campaign from its new creative agency, London-based St Luke’s.
Centerpiece of the campaign is this film directed by Glenn Kitson through St. Luke’s in-house production studio, Apostle Studios.
Shot in a mockumentary style complete with hand-held camera work on 35mm film, it stars a glamorous and very upbeat real estate agent who loves being at the top of her profession. She then reveals how after just one taste of the juicy, award-winning THIS™ Isn’t Pork Sausages, things changed. If meat-free sausages can taste this good, she reasons, then absolutely anything is possible. And with a flash, our estate agent has decided to become a wingsuit flyer--with somewhat unfortunate consequences.
Nonetheless, she remains cheerful, and the film finishes with the line “THIS Changes Everything*” along with a disclaimer that “everything” does not include wingsuit flying abilities.
