Ad of the Day: A Foul-Mouthed Seed Bashes Agrichemical Firms in This Hilarious Film

Appeal for organic over pesticide giants that control the market

Headshot of Tim Nudd

In the U.S., the same six chemical companies that make pesticides (aka "The Big Six") also control 63 percent of the seed market. That's f*cked up, according to the charismatic animated organic seed who narrates this punchy and amusing short film about the virtues of organic seed over the chemically dependent alternatives. 

The film, "Mr. Seed," is a production of the Clif Bar Family Foundation and was made by The Butler Bros., a brand design studio in Austin, and directed by animation company Buck. It stars a foul-mouthed organic seed who offers his bleeped-out thoughts about GMO seeds—which the client says have led to a nutrient decline of 43 crops, more than $15 billion in human health costs in 2005 alone from agricultural pesticide exposure, and an overall food system that is unsustainable. 

Despite his bad language, Mr. Seed—voiced by comedian Pete Holmes—is actually a good seed, hoping to challenge the narrative from the big agrichemical companies that only they can feed the world. 

"Is this what America wants to eat?" he asks. "Unlike those GMO bros, organic seeds like me can feed the world without ruining it because we keep it clean. We don't dirty ourselves with all those pesticides." 

"Organic seed needed a voice that couldn't be ignored so its advantages could be shared broadly," says Adam Butler, founder and strategic chief of The Butler Bros. "Mr. Seed was born to be that voice, and now it is thanks to an ambitious script, a brave client and an epic collaboration with Buck."

The film points to SeedMatters.org for more information.

"With Mr. Seed, we hope to raise interest and awareness in organic seed and increase conversations about changing our chemically dependent food system," says Matthew Dillon, director of the Seed Matters campaign. "We want to show people that there are alternatives, that they have a choice and a role to play in the solution."

"The Butler Bros. were fantastic partners," adds Buck creative director Ryan Honey. "They conceived of the idea of Mr. Seed and brought Pete Holmes to the table, who is an amazing comic talent, but they also supported our creative vision. It was great to have a partner that saw our passion for the project and worked with us creatively to make a better film."

CREDITS

Client: Clif Bar Family Foundation

Project Title: Mr. Seed

Concept by The Butler Bros.

Creative Directors: Adam Butler, Marty Butler

Art Directors: Allie Nordstrom, Marty Butler

Copywriters: Jeremy Spencer, Ryan Honey, Erik Enberg, Adam Butler

Designers: Craig Crutchfield, Hoang Nguyen

Producers: Vincent Calderon, Bridget Liddy, Christine Lopez

Directed by Buck

Executive Creative Director: Ryan Honey

Executive Producer: Maurie Enochson

Creative Director: Joe Mullen

Head of CG: Doug Wilkinson

Producer: Emily Rickard

Production Coordinator: Kaitlyn Mahoney

Art Director: Laura Yilmaz

Character Design: Joe Mullen, Kenesha Sneed

Storyboards: Laura Yilmaz, Kendra Ryan, Craig Yamamoto

Concept Art and Matte Paintings: Laura Yilmaz, Scott Huntsman, Susan Yung

Design: Laura Yilmaz, Joe Mullen, Susan Yung, Scott Huntsman, Audrey Lee, Rasmus Bak,

Xoana Herrera, Vincent Tsui, Jenny Ko, Kenesha Sneed

CG Lead: Alex Dingfelder

Modeling: Eric Pagtaconan, Wing Sze Lee, Michele Herrera, John Niehuss, Mingoo Park, Jens

Lindgren, Eyad Hussein, Alex Dingfelder, Arvid Volz, Brice Linane, Rie Ito

Look Development Lead: Alex Dingfelder

Look Development: Wing Sze Lee, Eric Pagtaconan, Michele Herrera, Jens Lindgren, John

Niehuss, Mingoo Park

Rigging TD: Ernesto Ruiz Velasco

Character TD: Eyad Hussein, Ernesto Ruiz Velasco

Pipeline and FX TD: Albert Omoss

Additional Rigging: Lee Wolland

Animation Director: Alessandro Ceglia

3D Animation: Alessandro Ceglia, Tyler Lancaster, Dony Permedi, Adam Floeck

2D Screen Animation: Vincent Tsui, Debora Cruchon, Rafael Araujo, Nicole Stafford

Lighting Direction: Alex Dingfelder

Lighting: Wing Sze Lee, Jens Lindgren, Alex Dingfelder, Eric Pagtaconan, Michele Herrera

Compositing Lead: Alex Dingfelder

Compositing: Wing Sze Lee

Pharm Foods Commercial:

Design: Gunnar Pettersson

Animation Director: Laura Yilmaz

Animation: Laura Yilmaz, Kendra Ryan, Nick Petley, Vincent Tsui, Rafael Araujo, Debora

Cruchon, Nicole Stafford

End Credits:

Associate Creative Director: Kevin Walker

Design: Rasmus Bak

Animation: Rasmus Bak, Esteban Esquivo

Music and Sound Design: Antfood

Voice of Mr Seed: Pete Holmes


@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: June 7, 2016 https://dev.adweek.com/brand-marketing/ad-day-foul-mouthed-organic-seed-unloads-big-agrichemical-firms-171865/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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