Ow! Our heartstrings!
Real kindergarteners and first graders star with their moms in Oscar Mayer's back-to-school campaign from Olson Engage.
Our story beings with three young mothers prepping their kids for the first day of school. "It can be heart-wrenching," says one mom, while another adds: "It makes me a little sad … That's my baby. The time's going by too fast." There's a tremor in her voice, but she won't really get teary-eyed until after the big reveal.
Before viewing the clip, you'd better grab a Kleenex. Maybe two. (Three would probably be too many—it's not that intense).
Awww! The tykes picked outfits for their moms, and packed them lunches made with branded cold cuts! And the secret ingredient was—you guessed it—love!
"We wanted to turn the typical back-to-school preparations on their head," client brand director Whitney Shaw tells AdFreak. Running in its full 100-second format and 30-second edits on Facebook, Instagram and other digital platforms, the video is designed to emphasize that "moms can look to Oscar Mayer Natural for one less thing to think about during hectic school planning," she says.
In terms of production logistics, she adds: "We sent mom, and in some cases both parents, out of the house for a few hours while we worked with dad or a babysitter to do all the prep. Some moms were a little hesitant at first, not sure what sort of surprise their kids had in store, but once they saw the hilarious outfits and heartfelt lunch notes, they were completely taken aback and appreciative."
Predictably, "the kids got creative with their brown-bag lunches for Mom," Shaw says. "One of our favorite sandwiches featured turkey, popcorn, cheese, carrots and mustard."
Awww! That sounds … positively vile. Hope the crew had some Kleenex handy so Mom could discretely dispose of that sandwich.
Client: Oscar Mayer
Head of Marketing: Gregory Guidotti
Brand Director: Whitney Shaw
Brand Manager: Jeremy Truxal
Lead Agency: Olson Engage
Executive Creative Director: Josh Lohrius
Creative Director: Molly Cournoyer
Vice President: Emily McMahon
Account Director: Katie Cosgrove
Production Agency Optimus:
Director: Mark & Amanda
Editor: Mike Berg
Media Agency: Starcom