Goodby, Silverstein & Partners launched a new campaign for Nestlé ice cream brand Dreyer’s, built around a 90-second anthem ad called “Togetherness.”
Built around an insight from consumer research finding that 82 percent of Americans want more time together with family and friends, the spot shows groups of people coming together in various situations, from a 77th birthday party to a date at an amusement park to an afternoon at the pool. Shots of hands holding ice cream cones are sprinkled throughout, but the brand doesn’t make an appearance until after the tagline, “Celebrating togetherness since 1928.”
It’s all very cinematically shot by Reset’s Johnny Green, with the action set to a cover of Cyndi Lauper’s “True Colors” by Norwegian singer Ane Brun. Most of the friends and family who appear onscreen are, purportedly, not actors. The message, based on what we don’t feel too snarky for calling a pretty obvious insight, is a tad vanilla, but the execution helps the ad, if not the brand, stand out. “Togetherness” will run on various social media platforms, beginning today.
“One of the things I’m most proud about is that we were able to use lots of real families,” Jason Meredith, brand manager of Dreyer’s/Edy’s at parent company Nestlé USA, told Adweek. “It helps show the true feeling of warmth and closeness that you only get when you’re with people for whom you feel a deep emotional connection. They were just really excited to eat ice cream with family while sitting on a picnic bench or having a pool party. They would really forget there was even a camera there.”
“Dreyer’s was founded when an ice cream maker and a candy maker came together in 1928,” added GS&P creative director Samuel Luchini. “Togetherness is in their DNA and is what has driven the brand for almost 90 years.”
Credits:
Agency: Goodby Silverstein & Partners
Title of Creative Work: Togetherness
Creative
Co-Chairmen: Rich Silverstein
Creative Director: Sam Luchini
Creative Director: Roger Baran
Associate Creative Director: Tristan Graham
Art Director: Sam Luchini
Copywriter: Roger Baran, Tristan Graham
Designer: Todd King
Production
Director of Broadcast Production: Tod Puckett
Senior Broadcast Producer: Conor Duignan
Broadcast Producer: Molly Troy
Account Services
Managing Partner: Robert Riccardi
Account Director: Erin Fromherz
Account Manager: Kaitlin Giannetti
Account Manager: Lindsay Agosta
Assistant Account Manager: Leah Tichansky
Brand and Communication Strategy
Director of Brand Strategy: Bonnie Wan
Director of Communications: Meredith Vellines
Brand Strategist: Gabriella Svensk
Business Affairs
Business Affairs Manager: Jane Regan
Production Company
Company name: Reset
Director: Johnny Green
Director of Photography: Jeremy Rouse
Producer: Aris McGarry
Executive Producer: Jeff McDougall
Editorial Company
Company name: Cartel
Editor: Kyle Valenta
Assistant Editor: Micah Chase
Senior Producer: Meagen Carroll
Managing Partner: Marc Altshuler
Finishing
Company Name: Electric Theatre Collective
Flame: John Price
Colorist: Aubrey Woodiwiss
Producer: Kate Hitchings
End Treatment Graphics
Company Name: Elevel
Director of Elevel: Pj Koll
Creative Director: Mike Landry
Animator: Anthony Enos
Animator: Luke Davisson
Sound Design and Music
Music: “True Colors” By Ane Brun
Music Supervisor: Todd Porter
Sound Design: Lime Studios
Sound Designer: Joel Waters
Mix
Company name: Lime Studios
Mixer: Joel Waters
Assistant Mixer: Stephen Fredericks
Executive Producer: Susie Boyajan
Nestlé Dreyer’s Brand Account Team
VP, Marketing: Kim Peddle-Rguem
Director, Marketing: Jessica Vasisht
Brand Manager: Jason Merideth
Associate Brand Manager: Aasha Barot