Goodby Silverstein, Michael Bolton Serve Up "When Some Mac Loves Broccoli Cheddar" For Panera


Robert Goldrich
Thursday, Sep. 17, 2020


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Panera’s head chef Claes Petersson explains that there are really only two things you need for a successful product launch. First, you need a new dish made from amazing ingredients. And second? You need Michael Bolton. 

To launch its new Broccoli Cheddar Mac & Cheese--a combination of two of their most popular dishes, Broccoli Cheddar Soup and their Mac and Cheese bowl--Panera recruited Michael Bolton to sing a version of his iconic song “When a Man Loves a Woman,” entitled “When Some Mac Loves Broccoli Cheddar.”

And Bolton’s love for this dish is real. Filmed in his own studio and music room and at his outdoor pool, the spot ends with Bolton singing about Broccoli Cheddar Mac & Cheese while fireworks explode behind him. If only all new food dishes could be launched this way.

“Bolton contacted us,” explained Will Elliott, a creative director at Goodby Silverstein & Partners (GS&P), the agency behind the spot. “He genuinely is a huge fan of Panera.” Elliott went on to say that the agency and client jumped at the opportunity.   

Andrew Butte directed the commercial via GS&P Social.


Client Panera Agency Goodby Silverstein & Partners (GS&P) Jeff Goodby, Rich Silverstein, co-chairmen; Margaret Johnson, chief creative officer; Will Elliott, Jon Randazzo, creative directors; Mila Wizel, art director; Sophie Lichtman, copywriter; Leila Gage, Margaret Brett-Kearns, co-directors of production; Danielle Riccardi, executive producer; Phoebe Buckley, producer. Production GS&P Social Andrew Butte, director; John Antcil, assistant director; Mark Sandhoff, Inder Mann, co-DPs; Genevieve McCarty, line producer. Editorial eLevel Michael Damiani, director of postproduction; Erik Johnson, editor; Jocelyn Carranza, assistant editor. Talent Michael Bolton, Claes Petersson. Hair/Makeup/Wardrobe Melissa Dezarate, hair & makeup for Michael Bolton; Averi Rasmussen, hair & makeup for Claes Petersson; Keith Nielson, wardrobe stylist; Allison Kirstukas, wardrobe assistant.

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