Modern parenting involves watching kids TV shows on repeat, stepping on Lego bricks and trying not to lose your mind while juggling the stresses of keeping small humans alive. At least that’s how it’s depicted in Wieden+Kennedy’s latest spot for CBD skincare product Happy Dance, a new brand co-founded by actress Kristen Bell and luxury CBD stalwart Lord Jones.
The new brand comprises a range of CBD-infused, vegan, cruelty-free beauty creams and bath bombs created by Bell and a team of CBD pioneers at Lord Jones, an early pioneer of the hemp beauty market, which first launched in Sephora in 2019.
Happy Dance is Bell’s first foray into branded beauty goods, and 1% of profits from every product sold will go to A New Way of Life Re-Entry Project. This Black-owned organization provides housing, legal services, advocacy and leadership development for women rebuilding their lives after prison.
Promoting the launch of Happy Dance, Wieden+Kennedy Portland created a surprisingly funny, relatable and charming digital and social ad featuring Bell. With comic exaggeration, she touts the benefits of Happy Dance as though it were a cure for all of life’s pressures, especially those felt by mothers.
“What does Happy Dance feel like?” she asks the audience in the 47-second ad. “Well, it feels like having the strength to watch the same kids movies 17 more times this week,” she says, dancing around in an ethereal way, with obvious nods to her star turn in the Frozen franchise in the background.
“It melts away all memories of crossing the playroom barefoot (ouch). It’s the rich, luxurious feeling of having successfully kept another person alive for four years, three months, and 26 days…”
CBD-infused products have been soaring in popularity in recent years. Last year, sales of CBD products surged 562%, with estimates that 15% of Americans over age 21 used some form of CBD in 2019—though some brands have taken a nosedive due to the coronavirus pandemic.
And while Happy Dance is Bell’s first product, the Frozen and Good Place actress has starred in several ad campaigns for brands as diverse as the sparkling beverage Spindrift, La-Z-Boy, meat alternative Lightlife and skincare brand Neutrogena.
“I discovered CBD through the Lord Jones brand in 2017 and was blown away by its quality, integrity and consistency,” Bell said. “As a working mom, I turned to CBD skincare as a way to turn down the volume of my life, and CBD products have since become an essential part of my self-care routine.
“I was inspired to create a line of high-quality, affordable CBD bath and body care products that would reach a wide audience. Having been involved in all aspects of bringing this new brand to life, from the formulations to the packing, I couldn’t be happier to launch Happy Dance today.”
Summer Frein, U.S. general manager at Lord Jones parent company Cronos Group, added: “After years as a working actress, Kristen Bell understands the importance of taking care of your skin. Her passion for the category started with her personal and professional experience as a skincare ambassador, and she has since become someone who people look to for personal care advice and expertise.”
CREDITS: Executive Creative Director: Eric Baldwin Creative Directors: Azsa West and Darcie Burrell Copywriter / Art Director: Writer: Madeleine Trebenski Art Direction: Matthew Carroll Producer(s): Producer: Nicole Kaptur Executive Producer: Hayley Goggin Avila Art Producer: Shani Storey Brand Management: Brand Director: Marisa Weber Brand Executive: Bree Jones Creative Operations Manager: Kate Oliver Media Team: Jason Strickland, Lisa Johnson, Melissa Meier, Chris Ableidinger, Marcos Palacios, Lynn Nguyen, Ryan Stively Brand Strategy Director: Carly Starratt Business Affairs: Teresa Lutz Traffic: Joe Chaath Design Director: Karen Koch Executive Design Producer: Alicia Kuna Design Producer: Alex Sanchez Designers: Nick Humble, Danielle McCoy, Nagini Reddy, Leila Gatera Production Specialist Designer: Beth Schuenemann Photographers: Saskia Thomson, Shay Platz Motion Lead: Jeff Ackley Motion Designer: Adam Sirkin, Chris Huang, Neil Hilken Retouching Lead: Frazer Goodbody Retoucher / 3D Artist: Saskia Thomson, Greg Radich, Amy Ellars, Frances Brown, Shay Platz Copyediting: Erica Nikolaidis
Production Company: Ruckus Films Director: JJ Adler DP and Cinematographer: Steven Chivers Production Design: Brett Hess Executive, Bidding and Line Producer: Greg Jones
Editorial, Company: JOINT Editor: Kelly Lyon Assistant Editor: Ian DeVore Managing Director: Patty Brebner Post Executive Producer: Leslie Carthy Post Producer: Kathleen Russell
VFX Company: JOINT VFX Supervisor: Leif Peterson Lead Flame: Leif Peterson 2D VFX Artists: Kevin Alfoldy , Edward Lopez, Aidan Jung VFX Executive Producers: Nirad “Bugs Russell VFX Producer: Sarah Usmen
Color Company: JOINT Colorist: Jasmine Vazquez Sound Design Company: JOINT Sound Designer: Natalie Huizenga Executive Producer: Leslie Carthy
Mix Company: JOINT Audio Mixer: Natalie Huizenga Executive Producer: Leslie Carthy