Quick cuts and compressed action drive Saatchi & Saatchi's first ads for Kraft Foods' Capri Sun, which break today and play like movie trailers, down to the basso-profundo voiceovers.
One ad features a mom who protectively shields her son from the "dangers" of a typical school day, including a flying dodgeball and a teacher's question about genetics. "If Paula Ebert had her way," the voiceover explains, "she would help her child … with everything." On second thought, however, she buys him a new vegetable-infused version of the juice drink called Super V instead.
Another ad gets inside the head of Jake McClure, a tween who sits at his computer and lets his imagination run wild, à la Calvin in Calvin & Hobbs. You see, Jake doesn't fear a cyber attack on his PC but rather a "cy-bear" attack in his backyard. To fell the furry monster with the glowing red eyes, he pierces its back with the pointy side of a Capri Sun straw. "Bravo, Jake, bravo," the voiceover intones.
A third ad, still in production, tells the story of a girl named Lisa who gets crowned by aliens, according to Kraft brand manager Wilfred de Guzman. Why? Because she drinks out of a space-aged foil pouch. Bravo, Saatchi, bravo.
The Publicis Groupe shop landed Capri Sun and sister brand Kool-Aid earlier this year at the expense of longtime lead agency Ogilvy & Mather.
Client: Capri Sun
Agency: Saatchi & Saatchi, New York
Chief Creative Officer: Con Williamson
Creative Director: Alex Lea
Creative Director: Justin Ebert
Executive Producer: John Doris
Art Director: Alex Lea
Copywriter: Justin Ebert
Production Company: SKUNK
Director of Photography: Benoit Delhomme
Executive Producers: Matt Factor, Shelly Townsend
Line Producer: Juliet Naylor
Editing House: Cosmo Street NYC
Editor: Dominic Leung
Assistant Editor: Mark Potter
Producer: Stacey Piculell
Executive Producer: Maura Woodward
Visual Effects: Moving Picture Company NYC
VFX Supervisor: Dean Robinson
Flame Artists: Aska Osaka
Producer: Derek Macleod - Vielleux
Colorist: Jean Clement