“For years I thought I hated children’s laughter. I had no idea, I was just hungry.” In VB&P’s first work for Healthy Choice since winning the business for the ConAgra brand back in May, one woman recounts her days with hardcore dieting gang the “No-Carb Queens.” They destroy chicken wings and break baguettes in the super market. In a second spot, a man laments his time with a juice fast cult. “Bruce likes solids too,” he reassures himself.
The “online manifesto” video in this series (below) collages together every piece of diet advice you’ve ever been given. Healthy Choice’s point? “Don’t diet. Live healthy.”
Thank you, VB&P, for not going the infomercial route and instead making fun of saccharine, overly dramatic diet ads. I still wish you’d excluded close-ups of (undoubtedly disgusting) microwave-melted parmesan, but can forgive those because of the solid concept and funny writing. Healthy Choice is still a kind of diet, but these videos make it seem like a cool sarcastic best friend food, not the annoying nagging one who invites herself over and drinks all your wine (that’s South Beach).
Credits after the jump.
EXECUTIVE CREATIVE DIRECTOR: Paul Venables and Will McGinness
ASSOCIATE CREATIVE DIRECTOR: Crockett Jeffers & Jonathan Byrne
ART DIRECTOR: Byron Del Rosario
COPYWRITER: Robert Calabro
DIRECTOR OF INTEGRATED PRODUCTION: Craig Allen
AGENCY PRODUCER: Zeynep Taslica
PRODUCTION COMPANY: Epoch (Body of spot), HSI (Food Shots)
DIRECTOR: Michael Downing/Epoch, Margaret & Joy/HSI
DIRECTOR OF PHOTOGRAPHY: Darko Suvak/Epoch, Tristan Sheridan/HSI
EXECUTIVE PRODUCER: Lisa Margulis/Epoch, Maddie Carlton/HSI
PRODUCER: Francie Moore/Epoch, Diana Deldeo/HSI
EDITING COMPANY: Final Cut
EDITOR: Matt Murphy
SOUND DESIGN: 740 Sound Design
SOUND DESIGNERS: Rommel Molina
MUSIC: Black Iris
MIX: 740 Sound Design, Andrew Tracy