With a positioning that promises Smiles by the Spoonful and a product that is all about bringing families and friends together, JWT has worked closely with director Bruce Paynter of CAB and the animation gurus at Black Ginger to bring this 40-second epic to cinema and television screens.
“In a market fed by state-of-the-art offerings from Dreamworks and Pixar, you can’t approach making an animated commercial without some trepidation,” says creative director at JWT, Paul Strappini. “Working with Bruce and Hilton (Black Ginger) we were determined to provide our clients with a commercial that met the highest international standards in production values.”
The result is a charming commercial filled with various ice-cream toppings that come to life. These characters then go on a quest through a store at night to find “the best ice-cream” – Country Fresh. The epic feel is beautifully complemented by an amazing soundtrack composed by in Jozi.
Caio Facci, business manager of Nestle Ice Cream added: “Ice cream, as a category, is synonymous with happiness and smiles. We wanted a campaign that could remind consumers of that while strengthening Country Fresh as the best ice cream option for special moments with family and friends. In a time in which consumers are demanding more and more entertainment value from communication, JWT’s idea of using the “toppings” as a vehicle for the message was at the same time fresh and relevant. We are very happy with the final result and expect the consumers to respond well to the campaign.”
“I think the final result speaks for itself,” Strappini finishes.
To view the ad, click
here.