In this tongue-in-cheek music video, actor and short king Harvey Guillén, best known for his roles in “What We Do in the Shadows” and “Companion,” is calling out Perfect Bar for shelf injustice. You see, Perfect Bar, the Original Refrigerated Protein Bar, often sits up on the top shelf of the refrigerated section–too high for shoppers of shorter stature.
To spark a movement for change, Guillén has started to wage a ridiculous (and deeply personal) musical feud with Perfect Bar over his favorite protein snacks being stocked on the top shelf, just out of his reach.
After the release of his music video, he and Perfect Bar will have a playful back and forth in support of the movement for change.
As a brand rooted in accessibility to real, whole food ingredients, up to 17G of protein, and nothing artificial, Perfect Bar will step up (literally) to make sure its protein bars are within reach.
Agency MullenLowe created the campaign, which includes this music video directed by David Shane of production company O Positive.
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Credits
Client Perfect Snacks Agency MullenLowe Steph Kohnen, executive creative director; Natasha Hugeback, creative director; Ian Reichenthal, writer; Kelly O’Keefe, associate creative director, art director; Jack Loftus, associate creative director, copywriter; Elin Lindeberg, sr. copywriter; Jude Le Bayan, sr. art director; Brian Smith, head of production; Amanda Festo, associate social strategy director. Production O Positive David Shane, director; Ralph Laucella, Marc Grill, exec producers; Jason Reda, producer; Kyle Hollett, production supervisor; Marc Laliberte, DP; Dan Ouellette, production designer. Editorial Mackcut Gavin Cutler, editor; Gina Pagano, exec producer; Louisa Phillips, Devon Flint, Quentin Gracia-Ammann, assistant editors; Sam Shaffer, sound designer. Music BUTTER Music and Sound Renee Masse, exec producer; Andrew Sherman, chief creative officer/composer; Dan Zank, executive creative director; Warren Wolfe, sr. producer. VFX Parliament Nathan Cane, VFX shoot supervisor; Jay Lee, Keith Sullivan, Ryan Harper, creative leads; Sebastien Le Coz, Kamilla Kulieva, production. Color Grade Nice Shoes Gene Curley, sr. colorist; Matthew Annitta, color assistant; Michele Ferone, exec producer; Jason Farber, managing director; Andrew Pandolfino, head of production; Paul DeKams, sr. producer. Audio Mr. Bronx Audio Post Zach Fortin, exec producer; Geoff Strasser, mixer/sound designer; Sarah Weck, producer; Tiffany Walter, assistant mixer. Influencer Agency Village Marketing. Paid Media Agency Vayner Media E-Commerce Agency The Goodness
Cadbury Dairy Milk has unveiled “Homesick,” a spot from London agency VCCP directed by Steve Rogers via Biscuit Filmworks x Revolver in collaboration with VCCP’s global content creation studio Girl&Bear.
The film marks the latest chapter in Cadbury’s long-running and IPA Effectiveness Grand Prix-winning brand platform “There’s a Glass & a Half in Everyone.”
“Homesick” tells the story of two sisters separated by 6,000 miles. Set against the neon glow of Kuala Lumpur, the film opens with the older sister calling home. After the call ends, she reaches for an envelope--an eagerly awaited piece of home--and discovers a Cadbury Dairy Milk chocolate bar lovingly wrapped inside. There’s just one twist: her younger sister has already eaten a generous portion of it. A tiny alien sticker holds together what remains of the bar, an unmistakable signature of sibling mischief. It’s a small, human moment--tender, funny and instantly relatable--capturing the way even imperfect gestures can mean everything when you’re far from home.
The campaign was created by VCCP creatives Emma Jackson and Aly Lane and aims to reinforce Cadbury’s role as a fabric-of-the-nation brand--one that understands and reflects the emotional connections people share every day. As loneliness rises and feelings of belonging decline, Cadbury believes these small acts of generosity have never been more meaningful or more relevant.
