Folgers mornings just got a lot more real, and a lot more entertaining, in a hysterically modern take on the iconic notion that The Best Part of Wakin’ Up Is Folgers in Your Cup®. Enter the new Folgers Choir–more formally known as the Folgers Morning Harmonizers–a red satin-clad ensemble of seven men and women who randomly show up in the midst of difficult mornings, helping alleviate tension with both a smile and a steaming hot cup of Folgers Coffee. The Folgers Choir is sure to brighten your morning, even if you just got stuck in the middle seat in the worst carpool ever.
The “Carpool” spot was directed by Andreas Nilsson of Biscuit Filmworks for Publicis Groupe’s PSOne in New York.
“When you think about The Best Part of Wakin’ Up, it’s nothing like what it was in the ‘80s,” stated Erica Roberts, executive creative director, PSOne. “Very few of us can relate to images of someone sitting at the edge of a bed, stretching their arms as a rooster crows. Mornings today are nonstop, multi-tasking chaos. And in order to make this legacy brand relevant again, we needed to tap into that truth. We searched for the perfect morning moments, ones that pushed right to the edge of plausibility and that’s where we found the humor. Well, there and in our red satin-clad choir.”
Credits
Client The J.M. Smucker Company/Folgers Coffee Agency PSOne, New York Andy Bird, chief creative officer; Erica Roberts, executive creative director; Kelly Mahon, associate creative director/copy; Kelly Saucier, associate creative director/art; Jenny Read, director of integrated production; Lauren Schneidmuller, exec producer; Kathryn Lemke, associate producer; Jennifer Baldwin, strategy director; Jessica Neira, strategist. Production Biscuit Filmworks Andreas Nilsson, director; Shawn Lacy, partner/managing director; Holly Vega, exec producer; Jay Veal, unit production manager; Mercedes Allen-Sarria, Rachel Glaub, heads of production; Larkin Seiple, DP; Alexis Ross, production designer. Editorial MackCut Ryan Steele, editor; Devon Flint, assistant editor; Gina Pagano, exec producer. Music Pulse Music Charles Humenry, composer; Dan Kuby, exec producer; Miranda Grieco, producer. Audio Post SuperExploder Jody Nazzaro, sr. sound designer/mixer. VFX The Mill NY Alliah Mourad, producer; Nathan Kane, creative director; Fergus McCall, colorist; Cedric Mernard, CG artist; Dhruv Shankar, Nasser Mandavi, Roger Cerqua, Yongjae Lee, Anton Anderson, Alexis Jo, Andrew Emmerson, James Cudahy, Blake Druery, 2D artists.
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
