During a typical week, we give only one brand and agency the Reel Ad of the Week title. But sometimes a campaign comes along that either provokes you to think or laugh your ass off. The latter is the case for the latest campaign from MullenLowe for Perfect Bar.
In its latest campaign from MullenLowe, the makers of the Original Refrigerated Protein Bar turn a relatable grocery-store frustration into a full-blown musical moment, celebrating shorter shoppers who struggle to reach Perfect Bars perched on the top shelf of refrigerated cases.
The work is inspired by actor and proud short king Harvey Guillén, who transforms that everyday inconvenience into a funny, heartfelt, Broadway-worthy ballad performed right in aisle three. The result is a self-aware ode to stature, accessibility, and the quiet indignities of grocery shopping, delivered with humor, warmth, and a big voice. Watch below:
At the heart of the campaign is Perfect Bar’s commitment to accessibility. As a brand built on whole food ingredients, real protein, and nothing artificial, Perfect Bar is extending that philosophy beyond what’s inside the wrapper. To make sure its bars are always within reach, the brand is introducing limited-edition Perfect Bar Short King and Queen Stools. From January 7 through January 16, fans can enter for a chance to win one of the stools along with a year’s supply of Perfect Bars, ensuring delicious protein is never out of arm’s reach.
The campaign also shines a spotlight on Perfect Bar’s unique placement in grocery store refrigerators, reinforcing awareness while leaning into the humor of the situation rather than shying away from it.
The work was created by MullenLowe in partnership with director David Shane of O Positive, with music by BUTTER Music and Sound. Guillén’s original song was composed by BUTTER founder and chief creative officer Andrew Sherman and produced by senior producer Warren Wolfe and executive producer Renée Masse.
Beyond the hero film, the campaign includes influencer and paid social amplification across TikTok, Instagram, and YouTube, inviting short kings and queens everywhere to sing along and feel seen.
It’s a small idea with big personality, proving once again that when brands listen closely to real people, even a top-shelf problem can become a standout moment in culture.
One mistake the brand and the agency made: this spot is so good it should probably have been shelved until the Super Bowl!
CREDITS:
BRAND: Perfect Snacks
- Marion Delgutte, SVP of Marketing
- Alecceandra Meier, Director of Marketing
- Zachary Hirsch, Creative Director
- Katherine Rosenberg, Social and Content Manager
- Brittany Bui, Senior Brand Manager
Social: @perfectbar
AGENCY: MullenLowe U.S.
- Frank Cartegena, CEO
- Steph Kohnen, Executive Creative Director
- Natasha Hugeback, Creative Director
- Ian Reichenthal, Writer
- Kelly O’Keefe, ACD Art Director
- Jack Loftus, ACD Copywriter
- Elin Lindeberg, Senior Copywriter
- Jude Le Bayon, Senior Art Director
- Brian Smith, Head of Production
- Amanda Festa, Associate Social Strategy Director
- Jennifer Wrentmore, Director of Business Affairs
- Mikayla Fitzpatrick, Business Affairs Manager
Social: @mullenloweus
PR AGENCY: MullenLowe U.S. PR
- Kalley Jolly, Executive Director
- Madison Wright, Vice President
- Amanda Boyd, Account Supervisor
- Therese Drettmann, Senior Account Executive
- Lilly Stevens, Account Executive
Social: @mullenloweus
PRODUCTION COMPANY: O Positive
- David Shane, Director
- Ralph Laucella, Executive Producer
- Marc Grill, Executive Producer
- Jason Reda, Producer
- Kyle Hollett, Production Supervisor
- Marc Laliberté, Director of Photography
- Dan Ouellette, Production Designer
EDIT: Mackcut
- Gavin Cutler, Editor
- Gina Pagano, Executive Producer
- Louisa Phillips, Assistant Editor
- Devon Flint, Assistant Editor
- Quentin Gracia-Ammann, Assistant Editor
- Sam Shaffer, Sound Design
Social: @mackcut_edit
MUSIC: BUTTER Music and Sound
- Renée Massé, Executive Producer
- Andrew Sherman, Chief Creative Officer and Composer
- Dan Zank, Executive Creative Director
- Warren Wolfe, Senior Producer
Social: @buttermusicandsound
VFX: Parliament
- Nathan Kane, VFX Shoot Supervisor
- Jay Lee, Creative Lead
- Keith Sullivan, Creative Lead
- Ryan Harper, Creative Lead
- Sebastien Le Coz, Production
- Kamilla Kulieva, Production
COLOR: Nice Shoes
- Gene Curley, Senior Colorist
- Matthew Annitto, Color Assistant
- Michele Ferone, Executive Producer
- Jason Farber, Managing Director
- Andrew Pandolfino, Head of Production
- Paul DeKams, Senior Producer
AUDIO: Mr. Bronx Audio Post
- Zach Fortin, Executive Producer
- Geoff Strasser, Mixer and Sound Designer
- Sarah Weck, Producer
- Tiffany Walter, Assistant Mixer
INFLUENCER AGENCY: Village Marketing
- Lily von Mehren, Group Director
- Randi McLain, Director
- Lara De Soto, Director
- Kate Cole, Senior Manager
- Dani VanDeWalle, Senior Manager
- Windom McCauley, Senior Manager
- Kayla Kornitsky, Manager
- Chloe Stern, Manager
- Simone Sparrow, Manager
- Liza Smith, Coordinator
Social: @villagemarketing
PAID MEDIA AGENCY: Vayner Media
- Diana Floussov, Director of Media Planning
- Aileen Zhang, Associate Director of Media Planning
- Melaney Fajardo, Associate, Media Planning
- Dominic Leazar, Senior Associate, Media Planning
- Daniel Escobar, Manager, Media Buying
- Melody Moy, Senior Analyst, Media Buying
- Madina Ruzehaji, Analyst, Media Buying
E-COMMERCE AGENCY: The Goodness
- Stephanie Baxter, Senior Project Manager
- Nicole Ellsworth, Creative Director
- Alex Raykowitz, Digital Designer
- Lauren Jutras, Product Manager
- Drew Hyland, Growth Director
Social: @goodnessss_inc
Colin Costello is the West Coast Editor of Reel 360 News. Contact him at colin@reel360.com or follow him on LinkedIn.
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