Director David Shane, Agency CALLEN Dig Up "Dirt" For Clif Bars

By

Robert Goldrich
Monday, Jul. 22, 2019

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CALLEN, the agency of record for Clif Bar & Company, recently launched the brand’s first national television campaign, “Make It Good.” And now, they have just released new work done for a Clif Kid Zbar, a soft-baked, whole grain, organic energy bar for active kids. The launch marks the Clif Kid brand’s first-ever commercial across network and connected TV and digital media. The spots, “Dirt” and “Box,” illustrate something every parent can relate to: the effect on kids’ imaginations when they are running low on fuel.

In “Dirt,” the Zbar fuel food will help charge kids up for fun, imaginative play, getting them off of the lethargic idea to play with dirt, with one girl doing nothing more than drawing a line in the soil.

David Shane of production house O Positive directed the spot. CALLEN founder and CCO Craig Allen led the creative charge. Allen commented, “With these spots we looked to buck against the trends of traditional kid product advertising, grounding our ads in the daily realities of raising kids instead of the usual idealized world of impossibly happy kids with boundless energy surrounded by perfect parents.”

Credits

Client Clif Bar Agency CALLEN, Austin, Texas Craig Allen, chief creative officer; Holly Petitjean, managing director; Hannah Jones, creative operations manager; Matt Nall, Jeff Dryer, creative art directors; Kyle Davis, Andrew Jasperson, creative copywriters; Chuy Hernandez, sr. producer. Production O Positive David Shane, director; Ralph Laucella, exec producer; Ken Licata, line producer; Luke Flegar, production supervisor; Stuart Dryburgh, DP. Casting LA RMB Casting Casting NY Beth Melsky Casting Editorial MackCut Gavin Cutler, editor; Gina Pagano, exec producer. Audio Post TBD Post Dusty Albertz, mix; Kate Eads, audio producer. Finishing KEVIN Tim Davies, executive creative director/partner; Sue  Troyan, managing director/EP; Anthony Petitti, Flame finishing lead; Andrew Cowderoy, visual effects producer. 

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