Barton F. Graf’s First Campaign for Bai Drinks Makes No Sense, Just Like the Product

How does it taste so good?

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Barton F. Graf 9000 dives into absolute nonsense, quite literally, in its first campaign for Bai, an independent maker of low-calorie health beverages.

Three comical spots play off the fact that Bai drinks are loaded with antioxidants and have only 5 calories each—yet they taste good, too. This makes no sense—and so the characters in the ads are stuck in situations that make no sense either.

This is right in Barton F. Graf's wheelhouse, of course, as the agency is known for doing plenty of absurdist work for brands like Kayak. "The choice was easy in our hunt for a like-minded agency partner that champions creative and understands our irreverent brand personality," says Chad Portas, chief creative officer at Bai.

The spots were directed by O Positive's David Shane, who had a big hit with the "Awkward Family Viewing" ads for HBO Go through SS+K.

"We've been fortunate to work with brands that completely redefine their category," says Gerry Graf, chief creative officer at Barton F. Graf. "Bai is like nothing else on the shelf. We're happy that we get to tell their story."


Client: Bai

Chief Executive Officer/Founder: Ben Weiss

Chief Marketing Officer: Michael Simon

Chief Creative Officer: Chad Portas

Director, Marketing Deliveries: Sharon Chabot

Agency: Barton F. Graf 9000

Chief Creative Officer: Gerry Graf

Executive Creative Director/Partner: Ian Reichenthal

Creative Director: Nick Kaplan

Creative Director: Amanda Clelland

Digital Strategist: Brandon Solis

Copywriter: Richard Langhorne

Art Director: Zack Madrigal

Chief Strategy Officer: Laura Janness

Head of Integrated Production: Josh Morse

Exec. Producer: Brad Powell/Amanda Revere

Account Director: Alex Stankiewicz/Jennifer Richardi

Business Affairs Director: Jennifer Pannent

Production Company: O Positive

Director: David Shane

Exec. Producer: Ralph Laucella

Exec. Producer: Marc Grill

Producer: Ken Licata/Kate Sutherland

DP: Joe Zizzo

Editorial: MackCut

Editor: Erik Laroi

Asst. Editor: Brendan Hogan

Editorial Producer: Sabina-Elease Utley

Exec. Producer: Sasha Hirschfeld

Music House: Butter

Composer: Andrew Sherman

Exec. Producer: Ian Jeffreys

Color: Company 3

Colorist: Tim Masick

Audio Mix: Heard City

Engineer: Eric Warzecha

@nudd Tim Nudd is a former creative editor of Adweek.