Now in its third year, the “La Dolce Velveeta” campaign from agency Johannes Leonardo this time around reflects the attitude behind theVelveeta lover in three films directed by Andreas Nilsson of Biscuit Filmworks and edited by Jonnie Scarlett via Cut+Run/TheQuarry–each showing us a Velveeta snacker enjoying life.
In this piece titled “Life’s a Breeze,” we see a man driving in a convertible. He stops his ride for a moment to experience the kick-back-and-relax cool of reveling in a Velveeta snack.
The three films with cutdowns will be running across TV, OLV and social. There will also be high visibility placements in Times Square and on the Las Vegas Strip.
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Credits
Client Velveeta Agency Johannes Leonardo Jan Jacobs, founder; Leo Premutico, founder; Julia Neumann, chief creative officer; Mathew Jerrett, creative director; Andrew Chin, Lannie Hartley, creative leads; Emily Garvey, group strategy director; Annie Yuan, communications strategy director; Cameren Moncrieffe, sr. communications strategist; Andrew Grant, strategist; Brett Fischer, group executive producer; Jake Herman, sr. producer, film. Production Company Biscuit Filmworks Andreas Nilsson, director; Peter Deming, DP; Shawn Lacy, partner/managing director; Holly Vega, exec producer; Sean Moody, head of production. Production Services The Lift Avelino Rodriguez, CEO; Pablo Chozas, exec producer; Christina Barres, line producer. Editorial Cut+Run/The Quarry Jonnie Scarlet, editor; Chrissy Doughty, assistant editor; Lauren Hertzberg, managing partner; Ellese Shell, exec producer; Marcia Wigley, head of production. Postproduction BaconX Hannibal Lang, colorist; Eliana Carranza-Pitcher, COO, exec producer; Cillie Kragegaard, head of production; Doireann de Buitlear, VFX producer; Morten Vinther, VFX supervisor; Mikkel Hansen, sr. compositor; Kai Hauswirth, Marco Baratto, Oliver Woozy, compositors; Marina Henzel, Flame artist. Music & Sound Gregers Maersk Moller, exec producer; Adrian Aurelius, sound designer; Philip Flindt, audio engineer; Sunny Kapoor, Marc Algranti, music supervisors.
Once again, this holiday season, BBDO New York and the American Red Cross have launched a campaign underscoring the urgent needs of families disrupted by disasters--something that occurs every eight minutes across the country, over 7,000 times during the
holidays alone.
Running on TV and online through December, the campaign include this PSA titled “Packing,” directed by Anthony Frattolillo via One Free Play. The spot begins with a family that appears to be preparing for a trip. But the mood shifts dramatically when it is revealed the reason they are really packing is an imminent wildfire, and that they are evacuating to a Red Cross shelter. The spot ends with a call to action: “They’re relying on us. We’re relying on you. Please donate.”
BBDO associate creative director Nicole Dombey shared, “I experienced an evacuation as a child, and I’ll never forget the quiet confusion of that moment. As a team, we wanted to capture that mix of innocence and uncertainty families feel in those moments.”
Director Frattolillo stated, “I’ve packed that same car three times, sat in that same traffic jam, worrying about my safety and the safety of my family, thinking we might not see home again. So when we made this film, I wanted people to feel what that moment is really like, the fear, the uncertainty, and the hope that someone will be there when you need them most.”
