This spot titled “Late Shift” is one of three in a campaign marking the first work out of agency Johannes Leonardo for Classico Pasta Sauce since winning the Kraft business.
Tucker Bliss of mixed media production company 1stAveMachine directed the work, including “Late Shift” which introduces us to a young couple whose working night shifts leave little time together yet they manage to express their feelings for each other in heartfelt ways–including in this case his preparing dinner, replete with Classico, for his significant other.
The campaign expands the notion of who’s family to us–the couple in this spot, a man and his dog in another, and the third featuring a neighbor grateful for a visitor–and a home-cooked meal–from a father and daughter who live nearby.
Titled “Family Is Who You Cook For,” the campaign was born out of a fresh insight for the pasta sauce category, which typically features tired, false, and unrealistic portrayals of family. Uncovered by spending hours having dinner and talking to real consumers, the Classico Pasta Sauce marketing team and Johannes Leonardo discovered that the true definition of the modern family isn’t wholly based on who you are related to–it is based on an active choice. Over time, we carefully curate our inner social circle, and these are the people you tend to cook for as a way of showing that they are part of your chosen family.
Running social and digital with cut down versions airing on TV, the films were shot to be as authentic as possible; to have a bit of moodiness to them so they would stand out against the bright, happy-go-lucky commercials typical to the category.
“As we build a new approach for Classico Pasta Sauce around the brand purpose of bringing us closer to the people we love, this campaign was very deliberately an authentic portrayal of the many types of family relationships we have in our lives,” said Jonathan Deves, Johannes Leonardo’s strategy director.
