Heinz's Big Game spot is going to the dogs—literally.
The company today released its 2016 Super Bowl spot from creative shop David in Miami. The 30-second ad, part of a larger campaign called "Meet the Ketchups," is meant to introduce Heinz's family of condiments to consumers and will air during the third quarter.
Of course, the company decided the best way to introduce said condiment family was to show a bunch of weiner dogs in hot dog costumes running to a family dressed in Heinz condiment costumes.
See the absurd effort, plus a 60-second version, here:
"We tried to find something simple, visual and fun to communicate that hot dogs can't resist the great taste of Heinz," said Anselmo Ramos, founder and chief creative officer of David. "So what better way than to introduce the extended Heinz Family than with a 'weiner stampede' during the Super Bowl? Heinz is an iconic American brand associated with great-tasting food and fun moments between family and friends, and its ads should reflect that."
This is the third time the brand has gone to the Big Game. Its last effort, from Cramer-Krasselt, was all about ketchup. Cramer-Krasselt CEO Peter Krivkovich revealed late last month that the company had given its Super Bowl creative duties to Miami-based David.
"Everyone knows and loves Heinz Ketchup, but they may not realize that we offer a range of products for almost any taste," said Michelle St. Jacques, vp of marketing, condiments and sauces at the Kraft Heinz Company, in a statement. "We are launching this campaign during one of the most-viewed events of the year so that everyone can see that great taste runs in the entire Heinz family."
Agency: DAVID Miami
Founder, Chief Creative Officer: Anselmo Ramos
CD (Copywriter): Russell Dodson
CD (Art Director): Antony Kalathara
Copywriter: Juan Pena
Art Director: Ricardo Casal
Planner: Paul Ramirez
Head of Global Production: Veronica Beach
Sr. Producer: Yamaris Leon
Managing Director: Paulo Fogaca
Account Director Carlos Rangel
Account Supervisor: Juan Nunez
Head of Business Affairs Manager: Ann Marie Turbitt
Production Company: Biscuit
Director: Jeff Low
DP: Dan Holland
Executive Producer: Colleen O'Donnell
Line Producer: Kwok Yau
Casting Agent: Hannah Birkett
Secondary Prod Co: AFS
SecondProd contact: Brin Kushner
Editorial Company: Cut + Run
Edit house contact: Carr Schilling
Editor: Jay Nelson
Assistant Editor: Brandon Iben
Post Producer: Gail Butler
Record Mix Place: Eleven Sound
With Whom: Jeff Payne
VFX & Design: The Mill LA
Senior Executive Producer: Sue Troyan
Executive Producer: Enca Kaul
Senior VFX Producer: Kait Boehm
Production Coordinator: Chris Lewis
Shoot Supervisor: Tim Bird
Executive Creative Director: Phil Crowe
Creative Director: Tim Bird, John Leonti
2D Lead Artist: Tim Bird
3D Lead Artist: Nick Lines
2D Artists: Peter Hodsman, Rob Winfield, Remedy Huynh, Sarah Marikar, Anthony Petitti
3D Artists: Danny Yoon, Jacob Bergman, Katie Yancey, Ruel Smith, Fabian Elmers, Monique Espinoza, Jason Jansky, Charles Storniolo
Colour: The Mill
Executive Producer, Colour: Dee Allen
Colour Producer: Natalie Westerfield
Production Coordinator, Colour: Evan Bauer
Colourist: Fergus McCall
Colour Assist: Elias Nousiopoulos + Nate Seymour
Exec Producer: Suzanne Hollingshead
Sound Design Company: Eleven Sound
Sound Designer(s): Jeff Payne
Song Title: Without You
Licensor for Publishing/%: Kobalt Music Publishing America, Inc. 100%
Licensor for Master: Sony Music Entertainment
Term/Media: I year, TV, US and Canada | Internet and Industrial, World. Unlimited versions and lifts.
Territory: US and Canada
• For more Super Bowl 50 news, check out Adweek's Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.