“Ah, nuts” has always been an expression of frustration in the US when things go wrong. BBDO MW, Minneapolis, has given the common phrase a positive twist as a powerful mnemonic for Planters – “because Planters nuts are good”. The campaign aims to make “Ahhh, nuts” enter the vernacular and inject new energy and emotion into the Planters brand.
The US campaign’s four spots were directed by advertising’s comedic genius. Harold Einstein, each following a simple construct:
“These Ahhh Nuts pieces of creative provide moments of levity and positivity in a way that’s uniquely portrayed by the Planters brand,” stated Patrick Horbas, director of marketing, Planters brand. “We focused on emotion as well as our crave-worthy product in each piece to remind consumers that Planters nuts can bring joy to any moment.”
Outside of TV, people will see and hear the “Ahhh, nuts” phrase across many channels. Audio ads, digital, and social content will run at launch, with additional executions coming over the next several months.
“This is one of those truly sticky ideas,” commented Brock Davis, chief creative officer at BBDO MW. “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’.”
Credits:
Client: Hormel Foods Sales
Agency: BBDO MW
President, CEO: Neil White
Chief Creative Officer: Brock Davis
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
VP, Director of Strategy: Casey Gilford
SVP, Group Account Director: Ali Siviter
Account Director: Matt Doscher
Account Supervisor: Eric VanderVorste \
Production Company: Dummy
Executive Producer: Michael Kanter
Director: Harold Einstein
Editorial: Arcade Editor: Sean Larange
Colour: Company 3
VFX & Finishing: The Mill
