TBWA Celebrates a Day of Sun for Jimmy Dean

By Erik Oster 

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.


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


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