Droga5 launched a new Independence Day iteration of its “This Is Wholesome” campaign for Mondelez brand Honey Maid, entitled “4 de Julio,” which follows the agency’s September effort celebrating blended families.
The new spot celebrates the Domincan Gomez family, and explores how father Arisandy, an environmental engineer, and mother, Cindy, a realtor, teach their children, and Cindy’s mother, Alesandrina about American pride and celebrate the Fourth of July. “4 de Julio” begins with Arisandy describing some of the difficulties he faced when he first immigrated to America and became a citizen, simultaneously feeling invisible and discriminated against. He and his wife go on to describe the values they pass on to their children, coupled with footage of the family’s celebration of the holiday, complete with s’mores. The spot’s message, as delivered by Cindy is that the family is made up of “normal human beings, going through struggles just like everyone else,” every bit as American as any other family. It’s a message that should almost go without saying, but in a nation where certain conservative politicians still trade in racism and xenophobia, a very necessary one.
“Honey Maid has a history of celebrating all families and the wholesome moments that make them who they are,” said Gary Osifchin, portfolio lead, biscuits, Mondelēz International. “The Gomezes embody the resonant strength behind America’s blended and diverse culture. It is an honor to highlight their family’s experiences and traditions this Fourth of July.”
CREDITS:
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Executive Creative Director: Kevin Brady
Associate Creative Director: Tara Lawall
Associate Creative Director: Devon Hong
Copywriter: German Rivera Hudders
Art Director: J.J. Kraft
Chief Creation Officer: Sally-Ann Dale
Head of Broadcast: Ben Davies
Associate Broadcast Producer: Goldie Robbens
Global Chief Strategy Officer: Jonny Bauer
Group Strategy Director: Matt Springate
Senior Communications Strategist: Taylor Hines
Senior Social Strategist: Kat Popiel
Group Account Director: Brett Edgar
Account Director: Amanda Chandler
Account Manager: Jasmine McDavid
Associate Account Manager: Amy Rosenberg
Project Manager: Andra Johnson
Client: Mondelēz International / Honey Maid
Senior Director, Biscuits North America: Gary Osifchin
Senior Brand Manager: Mikhail Chapnik
Senior Associate Brand Manager: Jared Moran
Production Company: Variable
Director: Jonathan Bregel
DOP: Stuart Winecoff
Executive Producer: Tyler Ginter
Producer: Alex Friedman
Production Supervisor: Paige DeMarco
Editorial: Variable
Editor: Jonathan Bregel
Co-Editor: Alex Moratto
Executive Producer: Tyler Ginter
Producer: Alex Friedman
Post Production: Nice Shoes
Colorist: Sal Malfitano
Flame Artist: Jason Farber
Music: Music Bed
Composer: Adam Taylor
Sound: Defacto Sound
Sound: Sonic Union
Mixer: Rob McIver