Smith’s humour becomes deliciously sophisticated in its new campaign by Special Group, created with Goodby Silverstein & Partners. Relatable for Smith’s no longer relies on slapstick Australian humour. It’s even more relatable. The idea is simple, Joy is a Simple Recipe. The execution of that idea in the launch commercial comes from the most surprising place – a bunch of dogs riding in a car with their heads in the wind.
The platform will continue to produce a series of three-word ‘recipes’ for joy, demonstrating that joy doesn’t need to be complicated, but it is unique and personal.
Its first iteration is running in digital, BVOD, social and OOH. The hero spot, directed by Nick Ball, begins to attach Smith’s to the deeply relatable moments of uncomplicated joy hiding in plain sight. Dog, Car, Window will be followed by the unleashing of a vast array of three-word celebrations including “Socks. Tiles. Slides”, “Hill. Sand. Board”, “Backyard. Barbie. Bants”, “Nap. Marker. Canvas” and “Road Trip. Tunes. Karaoke” bringing to life identifiable illustrations of everyday joy.
Knowing that joy is at its best when it feels personal, Smith’s will work with Special Group in Australia to tap into country-specific audience insights and create three-word recipes in OOH, digital and social channels, connecting Smith’s with its hugely loyal consumers across Australia. The hyper-localised iterations will celebrate specific moments of Aussie joy, incorporating the nation’s unique geographies, cultures, experiences and personal passion points.
Vandita Pandey, chief marketing officer ANZ Snacks & Beverages, PepsiCo, commented, “Smith’s is not just a snack for Aussies; it’s a reminder that joy doesn’t require extravagance and is often just a simple recipe. Having been a part of many of those simple recipes and moments of joy for generations –Smith’s is excited to continue inspiring people to find their simple joys for decades to come.”
The launch marks the beginning of an ambitious brand overhaul, in which Smith’s embraces its nostalgic legacy, significant 90-year history and long-standing relationships with Aussie farmers.
Credits:
Client: PepsiCo
Chief Marketing Officer ANZ, Snacks & Beverages: Vandita Pandey
Brand Transformation Lead, Smith’s: Hind Simhairi
Senior Brand Manager, Smith’s: Bridget McBride
Cost Consultant Company: Advertising Production Resources (APR)
Agency: Goodby Silverstein & Partners
Production Company: MJZ
End Animation Company: BUCK
Editorial Company: Union Editorial
Audio & Sound Design Company: Lime Studios
Music Supervision: Songs for Film & T.V.
Licensed Music – Dog. Car. Window: Ride Like The Wind
VFX Company: Untold Studios
Colour Grading: Company 3, London
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