DALLAS DDB uses entertainer Wayne Brady to introduce International Delight's new plastic packaging.
In one 30-second spot, Brady sings a version of "I Say a Little Prayer for You," which was originally written by Hal David with music by Burt Bacharach. Brady dances through his kitchen in a bathrobe as he sings lines like, "The moment I wake up, I reach for my smiley face cup. And get a little pour from you. Forever and ever you'll be in my fridge and I will drink you." The spot closes as his wife looks on with incredulity. "International Delight: In a curvy new bottle" is the concluding voiceover.
Brady sings an original piece created specifically for the brand in the second 30-second spot, which presents the performer in a different morning outfit.
The Dallas shop created both ads to show that International Delight's new packaging can simplify morning tasks. The new bottle was designed to make pouring with one hand easier.
Brady, who hosts his own television show that is broadcast in Western markets and stars on ABC's Whose Line Is It Anyway?" was chosen because of his resonance with the target market of women 25 to 49, agency managing director Janet Bustin said.
DDB executive creative director Steve Sweitzer added, "Brady really blows the roof off with likeability and credibility and believability and he's a good match for the product. Also we see him as a rising star." Sweitzer said Brady could appear in future spots for the brand.
The commercials broke Monday in spot markets on the West Coast to complement the rollout of the product in stores there; the work will break in other regions through the year as distribution widens.
A national print campaign, which does not feature Brady, breaks in July issues of magazines including People, Oprah and Family Circle.
Campaign spending is undisclosed. International Delight, a brand of Dallas-based Morningstar Foods, spent $4 million on media through November 2002, according to CMR.
DDB recently produced a spot for Morningstar's Hershey's Milk and Milkshakes that featured professional skateboarder Tony Hawk.