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Ulf Johansson Directs Jolly Green Giant's "Snow Angel" for Deutsch 


Robert Goldrich
Tuesday, Jan. 3, 2017


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One of the most famous characters in advertising history is back in the spotlight after a long hiatus and he shares with us what he's learned while away. The Jolly Green Giant returns--with a new look--to introduce Green Giant’s new product innovations, including Veggie Tots, Riced Veggies, Mashed Cauliflower and Roasted Vegetables, and to show America how to swap more vegetables into a family diet and eat healthier.

In this humorous “Snow  Angel” spot, Riced Veggies are unveiled. The Green Giant has learned not only learned this dish--a healthy substitute for rice--but also that he's quite proficient at  making snow angels, creations which dwarf those of two considerably smaller people with him.
Dan Kelleher, chief creative officer, Deutsch New York, said, “I grew up with the Jolly Green Giant and having the opportunity to reintroduce such an iconic advertising figure has been a thrill. It’s the Giant we all know and love, but now in more modern, fun scenarios.”

Ulf Johansson of Smith & Jones Films directed, with VFX from MPC.


Client B&G Foods/Green Giant Agency Deutsch New York Dan Kelleher, chief creative officer; Menno Kluin, executive creative director; James Cowie, Rich Kolopeaua, creative directors; Joe Calabrese, EVP, director of integrated production; Andrea Curtin, VP, executive producer; Michelle Ziff, sr. project manager. Production Smith & Jones Films Ulf Johansson, director; Philippa Smith, producer. Editorial Cosmo Street Tom Scherma, editor; Anne Lai, producer. Telecine Company 3 New York Tim Masick, colorist; Rochelle Brown, producer. VFX MPC Rob Walker, lead artist; Dorian Douglass, producer. Music JSM Norm Felker, head engineer  Duotone, jingle composition. Audio Post Sonic Union Steve Rosen, mixer.

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