The new campaign created in partnership with Zambezi, spans television, outdoor, radio, digital and social media and is Traeger’s most significant campaign investment to date. This comes as Traeger has rapidly risen to become the category leader in wood pellet grills, with the category earning approximately 20 percent of all U.S. grill sales in 2020.
The centerpiece of Traeger Grills’ “Welcome to the Traegerhood” campaign from ad agency Zambezi is this TV spot titled “Pied Piper” directed by Tim Kendall of FIN Studios.
The :60 depicts a lone Traeger Wood-Fired Grill that falls off the back of a moving trailer and rolls across the country, pulling in an ever-growing crowd in its wake. Set to the classic song “Pied Piper” by Crispian St. Peters, the upbeat narrative invites everyone to join the supportive, fun, and flavorful community that is The Traegerhood.
Credits
Client Traeger Grills Agency Zambezi Gavin Lester, chief creative officer; Matt Sherman, creative director; Eugene Chang, sr. art director; Kurt Gassman, sr. copywriter; Norman Brown, design director; Andrew Gage, director of integrated production; Michael Harding, producer; Matt Valdepena, digital producer; Jill Burgeson, chief strategy officer; Eric Tepe, strategy director; Allison Newell, brand strategist. Production FIN Studios Tim Kendall, director; Sam Chase, DP; Alex Cohn, head of content; Jorie Kopy, line producer; Edgar Rosa, producer; Cathy Cox, production supervisor. Editorial Arcade Edit Sean Lagrange, editor; Crissy DeSimone, exec producer; Paulo Miramontes, assistant editor. Postproduction FIN Studios Brandon Chavez, colorist; Kevin Feller, mixer; Brian Grigsby, post producer; Pixerati, VFX artist; Katrina Nahikian, executive producer postproduction; Ling Ly, head of postproduction; Adam Bonsib, assistant editor. Audio Post Lime Studios Rohan Young, sound engineer; Jeremy Nichols, assistant sound engineer; Susie Boyajan, exec producer. Music “Pied Piper” by Crispian St. Peters
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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