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Web Film
Musselman’s Apple Sauce: “American Grown”
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Apple sauce maker Musselman's largest-ever digital campaign, and its first brand advertising in the last five years, is a series of "homemade" social videos, apparently by the elderly "Helen from Westerville, Ohio."
In five accusatory, :60 and :30 "social videos," ostensibly filmed and directed by her grandson Bobby, Helen finds not a whit of difference between her own homemade apple sauce and Musselman's, thus "proving" that Musselman's stole her recipe. The videos look homemade. From an ad creative point of view, the unprofessional-looking format lets Musselman's make its claims in a way that is both contemporary and speaks to the oldtime home made benefit. It also lets their claims come from someone other than Musselman's, someone, even, who is anti-Musselman's.
Agency Production: Fixer Partners Related |
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