There have always been two kinds of company history commercials – really, really dull ones and really, really elaborate ones. Now there’s also a really, really stripped back one. And it’s really, really good.
The 60-second spot is by Auckland agency, Augusto, for New Zealand peanut butter brand, Pic’s. The quirky single-shot spot includes a man sitting in a chair in an empty warehouse, a huge pile of peanuts and a cement mixer. The point of all this minimalism is that when it comes to making great peanut butter (like Pic’s), “there’s nutting to it”.
Picot’s foray into peanut butter making was inspired when he discovered a jar he’d purchased was loaded with sugar. Upon calling the jar’s freephone number he was told, “most people prefer it with sugar Sir.” Determined to make a better butter his journey was born as he made a roaster out of a concrete mixer, bought a benchtop grinder, sourced a tonne of peanuts and got to work.
The very simple story of Pic’s origins is true-ish. Founder, Pic Picot, realised that a jar of peanut butter he had bought was loaded with sugar so he called the brand’s freephone number. He was told, “Most people prefer it with sugar.” He decided to make a better peanut butter. So he made a roaster out of a concrete mixer, bought a benchtop grinder, sourced a tonne of peanuts and Pic’s was born in the garage of his home.
The hero commercial is being supported using Pic’s simple graphic style in street posters and lo-fi animations in digital, social and OOH, as well as on radio.
Credits:
Client: Pic’s Peanut Butter
Head of Marketing: Laura Cahill
Brand Managers: Caroline Holland & Claire Wouters
Agency: Augusto
Executive Creative Director: Adam Thompson
Copywriter: Tom Davies
Art Director: Tess Saxby
Account Director: Lauren Oxnam
Strategy: Matt Kingston
Head of design: James Davison
Designer: Nina Vasiljevic
Director James Solomon
DOP: Maria Ines Manchego
Producer: Valentine Tayor
Head of Production: Simone Goulding
Production Manager: Isabelle Graham
Production Coordinator: Lucy Caccioppoli
Post Manager: Zoe Jones
Editors: Connor Farrell & Corbin Dallas
GFX & Animation: Shaun Madgwick
Grade: Mike Carpinter
Sound Design: Amy Barber
Media: Loren Smith & Matt Bale @ MB
