Creativity

Chobani Contrasts Its Natural Yogurt With Other Brands In Oscars Spot

New Campaign Sees Brand Go On 'Real Ingredients' Offensive

Published on Feb 28, 2014

Editor's Pick

A new campaign from Chobani and Droga5, which launched during last night's Oscars ceremony, overtly contrasts the articifical ingredients it says are used by other yogurt brands with those of its own 100 calorie yogurt. The ad, set to the soundtrack of Nancy Sinatra singing "The End," opens with a creepy scene of plastic cows, plastic birds on trees and flavors growing in test-tubes that are picked from fake trees, as it explains that most 100 calorie yogurts use artificial ingredients and sweetners. It moves on to a scene at a real farm, with real cows and fruit, underlining Chobani's own use of natural ingredients and introducing the tagline, "How Matters." The spot was directed by Smuggler's Henry-Alex Rubin.

With this latest approach, Chobani follows in the footsteps of companies such as Chipotle -- whose Scarecrow ad this somewhat recalls -- in highlighting the artificial ingredients used by others in the food industry.

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About

Credits

Date
Feb 28, 2014
Agency:
Droga 5
Client:
Chobani
Creative Chairman:
David Droga
Chief Creative Officer:
Ted Royer
Creative Director:
Rick Dodds
Creative Director:
Steve Howell
Art Director:
Karen Short
Chief Creation Officer:
Sally-Ann Dale
Head of Broadcast Production:
Ben Davies
Producer:
Robert Marmor
Production Company:
Smuggler
Director:
Henry-Alex Rubin
DOP:
David Devlin
Executive Producer:
Lisa Tauscher
Producer:
Drew Santarsiero
Editorial:
Rock Paper Scissors
Editor:
Conor O'Neill
Assistant Editor:
Maria Lee
Executive Producer:
Eve Kornblum
Producer:
Melanie Gagliano
Post Production:
The Mill
Executive Producer:
Sean Costelloe
Producer:
Alex Fitzgerald
Colorist:
Fergus McCall
VFX Supervisor/2D Lead Artist:
Daniel Morris
Sound Design:
Sonic Union
Sound Engineer:
David Papa

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