This OREO TV ad titled “The Fair” broke ahead of Tuesday’s U.S. elections. The animated modern-day fable portrays two “rival” characters, an elephant and donkey, who initially disagree and are fighting against each other–even though they have the same goal. Eventually the pair realizes they can only achieve their goal by working together, and then they are able to collaborate to make a meaningful impact.
“Most Americans are unified in their belief we need to come together as a nation and find ways to respect one another more, regardless of our personal beliefs or differences. As a brand, we believe a message of coming together and restoring civility is needed now more than ever,” said Justin Parnell, sr. director, OREO Brand. “OREO has always used its voice as a platform to spread positive messages, and encourage togetherness among people, and we are excited to share this creative with our fans and followers.”
Oreo parent Mondelēz International and The Martin Agency teamed up with visual effects studio Framestore to bring the animated atmosphere to life. Normally, a production of this size and complexity takes between 10-12 weeks. Framestore pulled off the effort in a record six-week sprint. Murray Butler and Andy Rowan-Robinson served as directors via Framestore Pictures.
Credits
Client Mondelez International/OREO US Agency The Martin Agency Kristen Cavallo, CEO; Danny Robinson, chief creative officer; Jordi Martinez, SVP, global group creative director; Rushil Nadkarni, art director; Jacob Pankey, copywriter; Brett Alexander, SVP, executive content producer; Maggie Weishaar, content producer; Jaclyn Ruelle, SVP/managing director, cultural impact & brand communications. Production Framestore Pictures Murray Butler, Andy Rowan-Robinson, directors; Jennifer Siegel, managing director; Anne Vega, head of production; Jon Chema, DP; Olivia McLean, production coordinator. Postproduction Framestore Charles Howell, managing director; Dez Macleod-Veilleux, sr. exec producer; Matt Pascuzzi, VFX supervisor; Vince Baertson, global head of CG; Jon Burke, lead animator; Natty Cabral, production assistant. Editorial Framestore Andy Green, editor. Color Framestore Steffan Perry, colorist. VFX Framestore JD Yepes, Paul Krist, Rob Garcia, Gabriella Salmeron, Linda Dussine, Ben Walant, Nico Cappuccio, Anna White, Brianna Reynolds, Eugen Bekafigo, Jessica Soderstorm, John Volny. Jon Parker, Joseph Taylor, Matt Pascuzzi, Minji Sohn, Rob Dollase, Sebastian Romero, Sylvia Apostol, Raul Ortego. Sound Design/Mix Rainmaker Studios Jeff McManus, sound designer. Music Supervision Good Ear Music Supervision; Track: “Me and You” by Jamie Lidell
Rappers Khuli Chana, Blxckie and 25K team up with Patriot Films director Sam Coleman, who is repped by Ridley Scott Associates (RSA) stateside, to celebrate the power of inspiration for KFC Streetwise and Ogilvy Johannesburg.
Every groundbreaking artist has a story, a moment of inspiration that drives their next wave of creativity. But this doesn’t happen in isolation--original needs to feed original. “There’s a wealth of creative energy bubbling up in the youth of South Africa,” said Coleman. “Everyone is out to try and make a dent in the creative landscape. Inspiration is everywhere you look and all a creative person needs is that spark to go to the next level.”
This 90-second spot features a stellar cast of South African artists riffing off each other, and while KFC Streetwise has long been a mainstay of the country’s youth culture, an authentic approach was critical. Ogilvy turned to Coleman whose experience includes fashion and street culture.
Notable South African creators who appear in the commercial film include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skaters, fashion designer Ruberto Scholtz, visual director Rowan Sakarombe, custom car pimper Ofentse Mphatsoe and metal band Botswana Metalheads. The transitions from one innovator to another were important considerations for Coleman. He explained, “You’re really talking about a ripple effect and how one idea sparks another, so I wanted to create seamless uninterrupted progressions that would evoke that feeling of inspiration and flow.”
KFC’s chief marketing officer Grant Macpherson said, “From a brand perspective, I want to work with directors who have a strong, passionate point of view – someone who brings bold... Read More
