One of the most loved characters in advertising history is back in the spotlight. The Jolly Green Giant returns after a long hiatus to introduce Green Giant’s new product innovations, including Veggie Tots, Riced Veggies, Mashed Cauliflower and Roasted Vegetables, and to show America how to swap more vegetables into a family diet and eat healthier.
It’s the first time the Jolly Green Giant has been revealed since Deutsch New York won the business, with work that makes the character as culturally relevant to Americans now as he was in his glory days.
Directed by Ulf Johansson, the two 30-second comedy spots—“Snow Angel” and “What Did He Learn”—feature the Jolly Green Giant playing a more active role than in years past. Work launches the week of January 2 on programming on Bravo, Cooking Channel, E!, Lifetime, HGTV, VH1, Nick at Nite, and the Food Network, among others.
Says Dan Kelleher, CCO, Deutsch New York, “I grew up with the Jolly Green Giant and having the opportunity to reintroduce such an iconic advertising figure has been a thrill. It’s the Giant we all know and love, but now in more modern, fun scenarios.”
CREATIVE CREDITS:
Ad Agency: Deutsch, New York
CCO – Dan Kelleher
ECD – Menno Kluin
CD – James Cowie
CD – Rich Kolopeaua
EVP, Director of Integrated Production – Joe Calabrese
VP, Executive Producer – Andrea Curtin
Senior Project Manager – Michelle Ziff
EVP, Group Account Director – Jayme Maultasch
VP, Account Director – Erin Metcalf
Account Executive – Ramona Luo
Client, Client Contact: B&G Foods / Green Giant
VP, General Manager – Jordan Greenberg
Marketing Director – Steve Finnie
Associate Brand Manager – Diana Ark
Production Company:
Smith & Jones Films
Director: Ulf Johansson
Producer: Philippa Smith
Editorial:
Cosmo Street
Editor: Tom Scherma
Producer: Anne Lai
Telecine:
Company3 NY
Colorist: Tim Masick
Producer: Rochelle Brown
Visual Effects Company:
MPC
Lead artist: Rob Walker
Producer: Dorian Douglass
Music/Licensed Music Tracks:
JSM – music track
Head Engineer: Norm Felker
Duotone – jingle composition
Audio Post Company:
Sonic Union
Sound mixer: Steve Rosen