This spot from Pedigree pet food out of BBDO New York starts seemingly right out of a movie with a young woman in the pouring rain declaring her eternal love for presumably an off-camera beau.
The camera then reveals her dearly beloved–a precious dog who is in dry weather.
A supered message reads: “Love at first sight isn’t just in the movies. It’s available at your local shelter.
Titled “Rain,” the commercial–directed by Lucas Shannon of production company Landia–shows us the joy of pet adoption at a local animal shelter.
Credits
Client Pedigree Agency BBDO David Lubars, chairman and chief creative officer worldwide; Luiz Sanchez, chief creative officer, North America; Matt MacDonald, chief creative officer, New York; Peter Kain, executive creative director; Bart Mol, Jim Connolly, creative directors; Katie Young, group executive producer; Marcelo Hanta-Davis, interactive producer; Maya Iwata, Benner Rawley, associate creative directors; Annemarie Norris, EVP group director, global strategy; Becky Burkhard, VP group executive producer; Madi Miller, producer; Melissa Lucier, sr. art producer. Production Company Landia Lucas Shannon, director; Julian Castro, line producer. Editorial Union Karen Kourtessis, editor; Jean Taylor, assistant editor; Melissa Lubin, exec producer; Lily Hartmann, producer. Telecine Company 3 Tim Masick, colorist; Ryan Moncrief, producer. VFX La Posta Sebastian Bucarey, VFX supervisor; Juana de Miguel, producer. Music Human Joshua Green producer. Audio Sonic Union Rob DiFondi, engineer; Carolyn Mandlavitz, producer.
In this “So Munch More” campaign spot titled “Engagement,” a young man asks a girl’s father for her hand in marriage. The glitch is that the aspiring groom is so obsessed with Jack in the Box’s Big Smashed Jack burger that he substitutes the word “munch” for much, declaring for example that he is so “munch” in love with the dad’s daughter.
The father doesn’t believe what he’s hearing--and an explanation from the nearby Jack Box, fast food’s most unruly CEO/spokesperson, doesn’t help matters.
The “So Munch More” campaign is from TBWA\Chiat\Day Los Angeles, with Maggie Carey directing the commercials, including “Engagement,” via production company Caviar.
“We felt we’d landed on something special with the phrase ‘So Munch More’ for a few reasons. It’s a description. It’s a promise. It’s a call to action. It’s inherently competitive, which has always been part of Jack’s DNA. And the brand has equity in the word ‘munch,’ with their Munchie Meal and more. We saw an opportunity to elevate ‘munch’ and have it stand for how eating is different at Jack versus the other guys: always joyful, and full of discovery, never boring,” said Jeff O’Keefe, creative director, TBWA\Chiat\Day LA.
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