The creative minds at BBDO MW have embarked on a mission to revolutionize the way we express frustration with their latest campaign for the Planters Brand. The campaign aims to turn the classic exclamation “AH, NUTS!” into a positive and powerful brand mnemonic – “Ahhh, nuts.”
Addressing the challenge of infusing new energy and emotion into the Planters Brand, BBDO MW’s solution is a clever and humorous idea designed to resonate with everyone, fostering positive sentiment and driving sales for the brand.
The campaign’s premise is simple yet effective: when faced with an everyday mishap, individuals exclaim, “Ah, nuts!” – inadvertently casting nuts in a negative light. Enter Planters Nuts, which are, of course, good. The campaign reminds people that with Planters Nuts, nuts are always associated with a positive experience.
Legendary comedy director Harold Einstein, represented helmed the four :15 TV spots, each capturing a relatable scenario. “Lure” explores the consequences of a stump protruding from a lake. Watch below:
“Seltzer” humorously depicts the explosive end to an over-carbonated bottle.
“Vending Machine” portrays a routine breaktime purchase turning into an unexpected annoyance.
In “ATM,” the protagonist falls just short of the money machine.
Brock Davis, Chief Creative Officer at BBDO MW, expressed enthusiasm, stating, “This is one of those truly sticky ideas. After seeing this campaign, when you walk into a room and see Planters nuts on a table, there’s a good chance you’re going to smile and say ‘Ahhh, nuts.'” Get ready for a campaign that aims to redefine not just how we express frustration, but also how we perceive the humble nut.
Patrick Horbas, Director of Marketing for the Planters brand, added, “These ‘Ahhh Nuts’ creative pieces provide moments of levity and positivity in a way that’s uniquely portrayed by the Planters brand. We focused on emotion and our crave-worthy product in each piece to remind consumers that Planters nuts can bring joy to any moment.”
Beyond television, the “Ahhh, nuts” phrase will permeate various channels, including audio ads, digital platforms, and social media. The multi-faceted campaign is set to launch with additional executions planned over the coming months.
CREDITS:
BRAND: Hormel Foods Sales, LLC
AGENCY: BBDO, MW
- President, CEO: Neil White
- Chief Creative Officer: Brock Davis
- VP, Director of Strategy: Casey Gilford
- SVP, Group Account Director: Ali Siviter
- Account Director: Matt Doscher
- Account Supervisor: Eric VanderVorste
- Creative Director: Eric Hansen
- Associate Creative Director: David Valento
- Art Director: Bill Lee, Jake Carlsrud
- Design Director: Ian McAllister
- Director of Project Management: Jamie McKnight
- Senior Project Manager: Kearstin Richter
- Executive Producer: Peter McLarnan
- Flare Studios: David Holmdahl, Karen Hanson
- Production Credits
PRODUCTION COMPANY: Dummy
- Executive Producer: Michael Kanter
- Director: Harold Einstein
EDIT: Arcade
Editor: Sean Larange
COLOR: Company 3
VFX & FINISHING: The Mill
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