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Ad of the Day: In the Raw

With the right sweetener, breakup brownies can be empowering

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The impulse to gorge on sweets in the wake of getting dumped is likely to exacerbate feelings of self-pity by turning you into a cow. Lucky for you, In the Raw—marketers of all-natural sugar and a zero-calorie sweetener—is happy to mitigate your infatuation with your own inadequacy by facilitating a less-fattening brownie. "Crush that pan," soothes Academy Award winner Frances McDormand in the voiceover on one new spot, below, from Mother in New York. Then get off your ass and go to the club, says the ad, where you won't pay to get in. "It's only natural" (that's the tagline) because you're a girl, and that's totally cool. Maybe there you'll find yourself a new, less-douchey guy who won't end your relationship via email after four years.

Low calorie or not, it seems unwise to wolf down an entire tray of confections, especially if you then run around town drinking and dancing. But it's a well-written spot: compassionate, comedic, and understated. And the protagonist cuts a more sympathetic figure than the vindictive, beverage-obsessed diner in the campaign's second ad, who'd be willing to forgive all her waitress's incompetence but the cardinal sin of screwing up her tea-to-sweet ratio by giving her a free refill. Really, the gall.



CREDITS
Client: In the Raw
Agency: Mother, New York
Creative: Jordan Chouteau
Creative: April Mathis
Creative: Mark Aver
Creative: Bobby Hershfield
Creative: Paul Malmstrom
Agency Producer: Emma Starzacher
Production Company: Anonymous Content
Director: Brett Morgen
Head of Production: Sue Ellen Claire
Line Producer: Mark Walejko
Editor: James Rosen
Production Supervisor: James Groves
Editing Company: Lost Planet
Editor: Paul Snyder
Producer: Marcia Wigley
Postproduction Company: Black Hole
Telecine: Tim Masick, CO3
Sound: Audio Engine