Nothing Makes Sense in These Zany Spots for Bai

David Shane and Barton F. Graf Reinforce an Ironic Product Message

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In its first work for low calorie health beverage brand Bai, Barton F. Graf puts forward some zany situations where nothing at all makes sense.

The product message is key here - the idea is that Bai doesn't make sense either, as it's low calorie and full of antioxidants, but still "tastes great." So, in the ads -- directed by op comedy director David Shane at O Positive -- we have a father who's named his twin sons Rock and Roll (seen here), a successful Latin singer called "El Guapo" who's neither good-looking or speaks more than grade school Spanish, and a bride who is marrying someone she "met on TV" and then proceeds to kiss him through the screen.

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About

Credits
Date
Sep 28, 2015
Agency:
Barton F. Graf 9000
Chief Executive Officer/Founder:
Ben Weiss
Client:
Bai
Chief Marketing Officer:
Michael Simon
Chief Creative Officer:
Chad Portas
Chief Strategy Officer:
Laura Janness
Director, Marketing Deliveries:
Sharon Chabot
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
Head of Integrated Production:
Josh Morse
Executive Producer:
Brad Powell
Executive Producer:
Amanda Revere
Account Director:
Alex Stankiewicz
Account Director:
Jennifer Richardi
Business Affairs Director:
Jennifer Pannent
Production Company:
O Positive
Director:
David Shane
Executive Producer:
Ralph Laucella
Executive Producer:
Marc Grill
Producer:
Ken Licata
Producer:
Kate Sutherland
DP:
Joe Zizzo
Editorial Company:
MackCut
Editor:
Erik Laroi
Assistant Editor:
Brendan Hogan
Executive Producer:
Sasha Hirschfeld
Music House:
Butter
Composer:
Andrew Sherman
Executive Producer:
Ian Jeffreys
Color:
Company 3
Colorist:
Tim Masick
Audio Mix:
Heard City
Engineer:
Eric Warzecha

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