Grey San Francisco created a public awareness campaign for The Salt Institute, a “North American-based, non-profit trade organization dedicated to advancing the benefits of salt,” introducing the character Olde Salty.
Olde Salty is an elderly gentleman with white hair and a long, white beard who is passionate about the idea that “Everything’s better with a little salt.” In the spot above that includes the roads (salt reduces accidents 88 percent) and the goose he’s cooking (salt increases poultry deliciousness by at least that much). Other spots see Olde Salty share his distinctive take on non-alcoholic beverages, longevity, history and more.
“Our goal was to create an iconic personality that could spread the word on many important uses of salt from traffic safety to softening water to the better
performance of household appliances,” explained Milan Martin, president of Grey San Francisco, in a statement. “He follows in a long line of Grey’s advertising icons that include the ETrade Baby and Rob Lowe for DirecTV.”
Credits:
Advertiser: The Salt Institute, Alexandria, VA
Agency: Grey San Francisco
Spot Title: Olde Salty Campaign
First Air Date: March 9, 2015
Agency: Grey San Francisco
Chief Creative Officer: Curt Detweiler
Creative Director: E Slody
Art Directors: Tatum Cardillo, Jessica Churchill,
Copywriters: Curt Detweiler, Anthony Pagaza, E Slody
Agency Producer: Julie Costanzo
Production Company (location): Hungry Man, Los Angeles, CA
Director: Dave Laden
Director of Photography: Stoeps Langersteiner
Editor (person & company): Patrick O’Leary, HutchCo Technologies, LA, CA
Visual Effects: Jon Howard, HutchCo Technologies, LA, CA
Colorist: Jonny McPheeters, Libertad Soul, Redondo Beach, CA
Music/Sound Design (person & company): Chris Forrest, Studio Guapo, San Francisco, CA
Principal Talent: Madison Mason “Olde Salty”