A woman runs for her life as a town feels the onslaught of a cataclysmic extraterrestrial invasion. She spots refuge, a bunker in which townsfolk are nestled. A man motions to her to join them and she safely arrives, taken underground to a haven from the destruction above.
What a relief–until some of the food provisions are revealed, including jar upon jar of generic peanut butter. The woman then scurries away, back into the danger above–but it’s worth the risk, underscoring just how far a person might well go for the fresh-roasted peanut taste of Jif peanut butter.
Titled “Bunker,” this cinematic-style comedy commercial is part of “That Jif’ing Good” campaign directed by Wayne McClammy of production house Hungry Man for agency Publicis New York.
Credits
Client The J.M. Smucker Company/Jif Agency Publicis New York Andy Bird, chief creative officer; Erica Roberts, executive creative director; Alan Wilson, associate creative director, copy; Peter Defries, associate creative director, art; Jenny Read, EVP, director of integrated production; Lauren Schneidmuller, executive producer; Jordan Valdes, sr. producer; Zachary Collopy, designer. Production Hungry Man Wayne McClammy, director. Editorial Union Editorial Christjan Jordan, editor; Dani DuHadway, producer. Audio Post Harbor Picture Company, Santa Monica, Calif. Steve Perski, audio mixer. Music/Sound Design Beacon Street Studios, Venice, Calif. Andrew Feltenstein, John Nau, Danny Dunlap, composers; Leslie DiLullo, exec producer; Rommel Molina, sound designer.
Ford shared details of its campaign across Europe to cement the relaunch of its legendary Capri nameplate as an electric vehicle, following a provocative and successful unveiling earlier this year.
Developed by Wieden+Kennedy London, the “Mischief Rewired” campaign initially premiered on U.K. TV screens from Boxing Day (12/26), disrupting modern ad breaks with vintage ads from the Ford Capri archives--rewired with a bolt of modern mischief. Now, the full three films are fully rolling out across Europe, including this one titled “Prowl” in which panthers stalk the car as it drives through the desert.
From the 1960s to the 1980s, the Ford Capri was the car of choice for stuntmen, musical icons and movie stars. Now, these films--directed by Fredrik Bond of MJZ, with Academy Award-nominated Rodrigo Prieto as DP--tell audiences that the legend is back in an all-new, electrified and mischievous form for the modern era.
Pete Zillig, director of marketing, Ford in Europe, commented, “When you say ‘The Legend is back’ you need to be all in. What better way to do that than use some of those classic old Capri ads as a springboard into Capri’s electric future. Very proud of this brave work that stands out boldly in a sea of EV sameness.”
David Colman, creative director at Wieden+Kennedy London, said, “To relaunch the Capri as a new electric vehicle, we wanted to tap into its iconic past. From its role as the go-to car for stuntmen to its appearances alongside music legends and movie stars, the Capri was a symbol of excitement, individuality, and style. The idea took shape when our creative team, Georgina Brisby and Marcelo Duarte, discovered the archive of legendary vintage Capri ads and suggested ‘rewiring’ them. With... Read More
