New Campaign Urges People to Slow Down for Breakfast, Instead of Diving Right Into the Day
Real California Milk has the antidote for the chaos ahead
How many of us are guilty of rolling over and checking our emails and social feeds as soon as the alarm wakes us up? In an ever-demanding world, where many of us are balancing working from home with other responsibilities such as childcare and homeschooling, it can feel that everyone, all the time, wants a piece of you.
In these worrying times, this pull of distractions can feel more overwhelming than ever––especially with a dizzying stream of constant news alerts to keep up with.
But we might not be doing ourselves any favors by launching into the day in such a chaotic, full-throttle way. A new ad campaign by Deutsch L.A. called “The Day Can Wait” celebrates the benefits of breakfast, with Real California Milk encouraging consumers to slow down and take a break, first thing.
The TV, digital and social campaign, which launches today, features two ads that center on the digital distractions we all face by reimagining them as physical icons that follow us around. It shows family members, hazy from a night’s sleep, batting the icons away as they reach for the fridge (and for Real California Milk products, of course) before sitting down to eat breakfast together.
One film is titled “Emails” and the other “Video Conference.”
Deutsch L.A. said the campaign is rooted in a resurgence in people eating breakfast, prompted by the fact that we’re all spending more time at home and not eating on the go. The agency said the work is designed to have a calming, almost ASMR-like element to it. The ads’ households enjoy a moment of calm after sitting down to breakfast and silencing various notifications, phone calls and app alerts.
The campaign aims to show that enjoying breakfast with family and friends is worth the time it takes to lift your mood before the rush of daily life begins, the shop added.
CREDITS:
Client
CEO: John Talbot
VP, Advertising: Michael Freeman
Director of Communications: Jennifer Giambroni
Agency
SVP, Creative Director: Trevor Kuhn
Creative Director: Travis Swingler
Creative Director: Josh Hurley
Executive Producer: Lauren May
Producer: Trevor Alexander
Music Director: Chip Herter
EVP, Group Account Director: Montse Barrena
Account Director: Josh Brewer
Account Executive: Daniel Morales
Strategy Director: Meghan Campbell
Associate Strategy Director: Gurbani Chadha
Community Manager: Monique Paul
SVP, Director of Integrated Business Affairs: Gabriela Farias
Executive Business Affairs Manager: Saeyoung Kim
Talent Payment Coordinator: Kristy Castro
SVP, Director of Broadcast Traffic: Carie Bonillo
Executive Broadcast Traffic Manager: Courtney Tylka
Associate Broadcast Traffic Manager: Hailey Young
SVP, Group Media Director: Marcus Kroon
VP, Media Director: Kristen Murray
Media Supervisor: Cynthia Tso
Media Planner: Corine Moore
Assistant Media Planner: Ned Gresham
Live Action Production Company: Smuggler
Director: Benji Weinstein
Executive Producer: Drew Santarsiero
Head of Production: Alex Hughes
Producer: Andrew Graham
Editorial Company: Whitehouse Post
Editor: Josh Bodner
Assistant Editor: Joe Carugati
Executive Producer: Joanna Manning
Producer: Lucia Villalta
Post/VFX: ArtJail
Managing Director/Executive Producer: John Skeffington
Producer: Sophie Mitchell
VFX Supervisor: Eric Gambini
Concept Designer: Bodin Sterba
2D Flame Lead: Same Caine
3D Lead: Ross Denner
Senior Colorist: Clinton Homuth
Color Producer: Alison Maxwell
Licensed Music Track Info: Barking Owl Sound
Track: BOS_You_Are_Ins
Audio Post Company: Barking Owl Sound
Sound Designer: Morgan Johnson
Mixer: Matt Keith
Creative Director: Kelly Bayett
Producer: KC Dossett
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