Redenbacher’s Digital Return

NEW YORK ConAgra Foods is breaking a new campaign for Orville Redenbacher’s gourmet popcorn from Crispin Porter + Bogusky during Monday’s national broadcast of the Golden Globe Awards, according to sources.

The David Fincher-directed commercial digitally recreates the brand’s nerdy iconic founder, who died in 1995.

The spot was created using proprietary technology developed by visual effects house Digital Domain in Venice, Calif.

Since late 2005, which marked the 40th anniversary of the product, the company has been periodically running a classic commercial from 1976 that shows the founder’s well-known product demo that employed side-by-side poppers. He challenges customers to do their own comparison, promising they will “taste the difference—or my name isn’t Orville Redenbacher.”

The only addition CP+B made to the 30-year-old spot was a final product shot of microwave popcorn and the brand’s Web address, per sources.

Fincher’s feature credits include Fight Club and Seven, both starring Brad Pitt.

MDC Partners’ CP+B in Miami, which also handles advertising for ConAgra brands like Slim Jim, began working on Orville Redenbacher in late 2005, when the company moved the account to the agency from Interpublic Group’s Deutsch.

ConAgra spent more than $20 million in measured media supporting the brand through November 2006, per Nielsen Monitor-Plus.

Calls to CP+B and Digital Domain were referred to the client, where executives declined comment.