Last year, Johnsonville created a limited run of t-shirts using a member’s (employee named Shawn) tagline, “You Can’t Spell SaUSAge Without ‘USA’” written across the chest. The shirts were a huge hit on the brand’s social channels, garnering a surprising level of positive sentiment.
This led agency Droga5 NT to the insight that consumers might be compelled to hear the story of Johnsonville’s All American origins and that the “Made in the USA” claim not only built trust and quality associations, but improved purchase intent as well. This insight led to a simple campaign premise: this summer, let’s remind America that “Johnsonville brats are made in the U.S.A.!”
So for the third installment of the “Made the Johnsonville Way” campaign, Johnsonville once again turned to its employees for the commercial ideas. This time around, four-year Johnsonville employee, Tammy, had her all-American commercial dream come true. After all, you can’t spell SaUSAge without U-S-A!
Tammy’s “Made in the USA” spot combines two of her favorite things: musicals and America. It all starts with a little girl innocently asking her mother where Johnsonville brats are made. Her mother, with the help of a town full of people, answer the girl in the most over-the-top Broadway-esque fashion.
This campaign launch spot was directed by Adam and Dave of production house Arts & Sciences. Second Child was production company on the Tammy interview portion of the spot.
CreditsClient Johnsonville Agency Droga5 NY David Droga, creative chairman; Scott Bell, executive creative director; Kevin Weir, Chris Colliton, creative directors; Dan Litzow, copywriter; Max Friedman, art director; Amanda Revere, Andrew Slough, executive producers, film; Jonny Bauer, global chief strategy officer; Ben Brown, strategy director; Newman Granger, strategist. Production Arts & Sciences Adam and Dave, directors; Toby Irwin, DP; Mal Ward, exec producer; Patrick Harris, producer; Noel McCarthy, production designer. Production (Tammy interview portion) Second Child Scott Chin, exec producer; Sara Vander Horn, producer; Andrei Bowden Schwartz, DP; Nick Ljubibich, editor; Joe Garst, assistant editor. Editorial Mackcut Ryan Steele, editor; Devon Flint, assistant editor; Gina Pagano, exec producer; Sam Shaffer, sound design. Postproduction MPC Jesse Kurnit, exec producer; Aiste Akelaityte, VFX producer; Warren Paleos, VFX supervisor/2D lead; Bilali Mack, 2D lead; Vishal Darkunde, 3D; Ed Koenig, color exec producer; James Tillett, colorist. Music Butter Music & Sound Ian Jefferys, EP/managing director; Josh Canevari, composer; Kristin Kuraishi, producer. Audio Mister Bronx Audio Post Eric Hoffman, mixer; Molly Burke, producer.
Top Spot of the Week: Nike, W+K Portland, Megaforce Take Us On A “Sunshine” Run
“Winning isn’t Comfortable” is the second chapter of Nike’s “Winning isn’t for Everyone,” extended through the lens of running. It is based on true insights and the realities that runner experience when they lace up their shoes.
It adds the perspective of how hard it can be to just get out the door and go for a run. The idea that if you don’t hate running a little, you don’t love running enough. It celebrates the need and opportunity to push outside a person’s comfort zone to discover what they can accomplish, emphasizing that true victory often requires pushing through uncomfortable moments.
Each film of the series builds on the tension that every runner faces--pushing through the morning dread, the elements outside, the pain of hitting a wall, or even walking down the stairs after a run or race--juxtaposed with the feeling of elation only runners know as they push themselves beyond what they thought possible.
The irreverence of the films--directed by Megaforce via production company Iconoclast for Wieden+Kennedy Portland--is in pairing visuals showing the mundanity of everyday struggles with music that brings to life a contradictory tension. This film, the first to be released, is titled “Sunshine” and shows the inclement weather and obstacles that runners encounter to the tune of “You Are My Sunshine.”
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