Brand MarketingAd of the Day: Ben & Jerry’sAmalgamated spot celebrates brownie supplier in miniatureBy Mike Chapman|May 23, 2011ShareBy Mike Chapman|May 23, 2011Share Ben & Jerry's "It's what's inside" campaign continues with this spot from Amalgamated called "Chocolate Fudge Brownie," which shows a miniature fudge brownie bakery being created inside an ice cream tub. The theme of the campaign is to focus not only on what makes up the ice cream but also on the ethically stringent way the company is run, at least according to the proprietors. In this case, the focus is on how Ben & Jerry's works with small businesses—specifically, Greyston Bakery in Yonkers, N.Y., which has been supplying the fudge brownies that go into flavors like Chocolate Fudge Brownie and Half Baked since 1990. The spot has no voiceover, just a pleasant, soft melody plucked out on strings. As the scene unfolds, the tiny bakery and arts of the city around it are constructed before our eyes. The line at the end, "Packed with brownies that do good," actually takes a second to figure out but is obvious once you do—they are singing the praises of the company for keeping others employed. Earlier efforts in the campaign have focused on other worthy acts, like the sourcing of ingredients, and it's not clear that this one works as a celebration of ethically driven business. Don't all companies keep their suppliers in jobs, too? I am sure the employees of Greyston would feel strongly that this message is a worthy one, but the spot actually works better as a celebration of ice cream, model making, and little-grin-inducing animation. CREDITS Agency: Amalgamated Client: Ben & Jerry's Production Company: Elastic Director: Andy Hall CG Lead: Adam Newman CG Lead: Max Ulichney Lead Compositor: Shahana Kahn Compositor: James Pastorius 3D Animator: Abel Salazar 3D Animator: Moses Hood 3D Artist: Tom Nemeth 3D Artist: Erin Clarke 3D Artist: Ryan Chan 3D Artist: Tom Kernan 3D Artist: David Sanchez 3D Artist: Marc Steinberg 3D Artist: Joe Chiechi 3D Artist: Christopher Janney Designer: Leanne Dare Matte Painter: Chris Sanchez Producer: Heather Johann Executive Producer: Jennifer Sofio Hall Audio Post Production: Sound Lounge Mixer: Glenn Landrum Executive Producer: Gloria Pitagorsky Producer: Vicky Ferraro Adweek Adweek