Green Giant teases the return of its iconic mascot with this: 60 spot created by Deutsch, New York. "The Giant Awakens" digital media spot is filled with anticipation as we don't see the big green giant, rather the ad captures the frazzled looks of people across the country, heads gazing in ah upward, eyes wide open, as they catch a glimpse of the him. As for us, we only see his shadow and enormous footprints. The light-hearted music eases the mysterious, frightening even mood of commercial, and now we wait.
The work is Deutsch New York’s first step in reinventing the Jolly Green Giant for a modern audience and making him just as culturally relevant to Americans now as he was in his glory days. “The Giant Awakens” was directed by renowned commercial and music video director Patrick Daughters.
Says Dan Kelleher, CCO, Deutsch New York, “The Jolly Green Giant is a true icon of American advertising. So having the opportunity to bring him back is a rare honor. This is not your typical packaged goods spot. And that speaks volumes for the bravery and long-term vision of the B&G Foods team and the future success of the Jolly Green Giant.”
“The Green Giant is a legendary mascot, and working with passionate partners like Deutsch and Patrick, we’re excited to be reconnecting him with consumers in a seismic way,” said Jordan Greenberg, Vice President and General Manager, Green Giant at B&G Foods. “We’ve got a lot in store for consumers and this marks the beginning of our marketing efforts.”
Credits:
Ad Agency: Deutsch, New York
Director: Patrick Daughters