TBWA/Chiat Day, LA has a new series of online spots in their ongoing campaign promoting Jimmy Dean’s new lunch and dinner offerings.
Some wondered, when Jimmy Dean announced the move into the instant lunch/dinner market, whether the brand would retain its recognizable sun character due to its association with the morning. But the brand is leaning on its mascot as much as ever, explaining its continued presence with a new series of online spots tracking him on characters across the country and throughout the day.
In “Slow Roast Shuffle” (featured above), he’s dancing up a storm while promoting Jimmy Dean Pulled Pork. Things get over-the-top pretty quickly and his dance partner can’t exactly keep up, as TBWA/Chiat Day stretch the character into some cartoonish territory. Other spots are slightly more down-to-earth, with the sun dropping change into parking meters, giving out free lunch at baggage claim in an airport and riding off into the sunset. All the videos are hosted on a website where you can also track the sun’s progress on the “Sunniest Day,” which Jimmy Dean says was yesterday.
Despite TBWA’s best efforts, the character, so long associated with breakfast, seems a little out of place in these scenarios (and past the AM). With time we’ll see if these are just growing pains or if the character continues to feel awkward promoting meals past breakfast.
Credits:
TBWA\Chiat\Day LA
Executive Creative Director – Brent Anderson
Group Creative Director – Jerry Gentile
Creative Director – James McKenna
Art Director – Sharon Park
Copywriter – Dominic Valdez
Director of Production – Brian O’Rourke
Senior Producer – David Hoogenakker
Brand Leader – Tyra Hillsten
Brand Manager – Tommy Cottam
Account Group Assistant – Steve Smith
Director of Business Affairs – Linda Daubson
Business Affairs Manager – Stefanie McCall
Director of Digital Strategy – Rohit Thawani
Digital Strategist – Lauren Maddox
Tool of North America
Director – Evan Silver
Managing Director – Oliver Fuselier
Executive Producer – Robert Helphand
Producer – Joshua Greenberg
Venice Beach Editorial
Brooks Miller – Editor
Nick O’Neill – Editor
Mike Dillinger – VFX Artist
Union Editorial
Paul Plew – Editor
740 Sound Design
Rommel Molina – Sound Designer/Mixer
Zooka
President – Steve Decker
Strategic Account Manager – Santiago Sinisterra
Social Media Director – Matthew Heinrichs
Jimmy Dean/Tyson
Group Vice President, General Manager – Eric Schwartz
VP, Integrated Marketing – David Ervin
Director of Marketing – Karmen Conrad
Brand Manager, Jimmy Dean – Rachel Friedstat