Say Hello to the New, Extremely Lifelike Jolly Green Giant

Deutsch creates a modern character for 2017

Over the years the iconic Jolly Green Giant has made a number of image transformations and today, he is back and more lifelike than ever in a new set of ads created by Deutsch's New York office.

In two spots, "What Did He Learn" and "Snow Angel," the Giant returns from his journey away from the TV screen filled with all sorts of new wisdom after stomping across the world. He's added a plethora of new skills to his Giant resume, including how to make a killer snow angel and how to help families eat healthier with a new line of riced vegetables, including riced cauliflower, and a line of tater tots made from veggies like broccoli and cauliflower.

The spots are meant to be humorous, as seen in "Snow Angel" with the massive green being making his own snow creature. They also seem to target a more adult, female audience, with the narrator in "What Did He Learn," commenting that the Giant's "jump squats really paid off," which is met with semi-disturbing ogling from a woman sitting in a convertible watching as the Giant stands tall in a river. Regardless, the spots aim to make it easier for busy families to make healthy meals any day of the week.

"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," Dan Kelleher, CCO, Deutsch New York, said in a statement.

Both spots debut this week and are slated to run on Bravo, Cooking Channel, E!, Lifetime, HGTV, VH1, Nick at Nite and the Food Network, along with a number of others.

B&G Foods named Deutsch's New York office as Green Giant's new agency of record in January of last year. Before B&G Food purchased the brand for $765 million in cash from General Mills in late 2015, Saatchi & Saatchi worked on some campaigns for the brand. At the time, Green Giant tasked Deutsch with creating a more modern and relatable identity for the Giant, who first appeared in advertising for the brand in 1928.

Late last year Deutsch, the brand's agency of record, released a mysterious teaser, "The Giant Awakens," to announce the return of the brand mascot after a short absence for a few years. It also marked the return of the Giant's iconic "Ho Ho Ho" tagline, which can also be heard in the new 30-second spots.


Agency: Deutsch New York

Chief Creative Officer: Dan Kelleher

Executive Creative Director: Menno Kluin

Creative Directors: James Cowie, Rich Kolopeaua

Executive Vice President, Director of Integrated Production: Joe Calabrese

Vice President, Executive Producer: Andrea Curtin

Senior Project Manager: Michelle Ziff

Executive Vice President, Group Account Director: Jayme Maultasch

Vice President, Account Director: Erin Metcalf

Account Executive: Ramona Luo

Client: B&G Foods, Green Giant

Vice President, 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

Colorist: Tim Masick

Producer: Rochelle Brown

Visual Effects Company: MPC

Lead Artist: Rob Walker

Producer: Dorian Douglass

Music, Licensed Music Tracks: JSM

Head Engineer: Norm Felker

Jingle Composition: Duotone

Audio Post Company: Sonic Union

Sound Mixer: Steve Rosen

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