Last month, Chobani became one of a series of clients to announce that it would be moving away from the AOR model in favor of “more in-house and project-based agency partners.” The most recent was Best Buy this week.
Today, via Stuart Elliott’s replacement Sydney Ember, the company publicized its first campaign after the breakup with Droga5 in The New York Times.
CMO Peter McGuinness explains his company’s strategy:
“We’re going to have one foot squarely in the Greek yogurt space…and we’re going to have one foot leaning into a more aspirational lifestyle space.”
Sounds familiar, doesn’t it?
The first ad “Love This Life” is heavy on the indie-folk and light on anything remotely related to yogurt:
The second, “Kids,” hits a bit closer to home with the “brothers being dicks” theme while relaying a bit of the story behind the client’s product:
The most interesting part of the interview concerns the 2014 lawsuit filed over the use of the word “how” in the company’s ads:
Mr. McGuinness said the decision to introduce a new campaign had “nothing to do with the pending litigation.” He added that the company was no longer working with Droga5.
McGuiness never gets around to explaining who actually made the new campaign, though. (It was Opperman Weiss.)
CREDITS
Client: Chobani
Chief Marketing and Brand Officer: Pater McGuiness
Agency: Opperman Weiss
Art Director: Jeff Weiss
Copywriter: Paul Opperman
Executive Producer: Mark Johnston
Managing Director: Julian Shiff
Production company: RSA Films
Director: Laurence Dunmore
Executive Producer: Marjie Abrahams
President: Jules Daly
Line Producer: Michele Abbott
DOP: Brendan Galvin
Editorial: Bug Editorial
Editor: Andre Betz
Executive Producer: Caitlin Grady
Music: Duotone
Executive Producer: David Leinheardt
Creative Director: Jack Livesey
Producer: Giovanni Lobato
Musical Talent: Eef Barzelay
Songwriter: Paul Opperman
Telecine: The Mill
Head of Production: Sean Costelloe
Colorist: Fergus McCall
Color Producer: Natalie Westerfield
Audio Post: Heard City
Executive Producer: Gloria Pitagorsky
Mixer: Cory Melious
VFX: Blacksmith
Executive Producer: Charlotte Arnold
2D Lead: Daniel Morris
2D Artist: Iwan Zwarts