Ad of the Day: Butter and Cheese Are a Force for Good in Heart-Melting Land O'Lakes Ads

American cheese isn't just about getting your own. It's about helping someone else get theirs, too. That, at least, is the upshot of a sentimental new ad from iconic dairy company Land O'Lakes, created by The Martin Agency. A young man waits at a deli counter for his ticket to be called. A nursery-rhyme voiceover waxes philosophical about the passage of time, and the passing along of rituals. The young hero reminisces about how he's buying groceries just the way his mom used to do. When his number finally comes up, he makes a modern gesture of consumer chivalry. Featuring the tagline "Add a little good," the commercial is part of a broader campaign—Martin's first for the brand—that includes print and digital work, along with two other 30-second TV spots focusing on the marketer's most famous product: butter. In one, a little girl helps her mom cook, chopping onions with a plastic knife, washing carrots and ensuring the pepper shaker is handy. Like the first ad, the rhyming voiceover muses on the importance of showing the next generation the way. In the end, it turns out the meal they've been making isn't for themselves. In the last one, three Land O'Lakes farmers rise at 5 a.m. to tend their cows. The voiceover celebrates the company's model—it's a cooperative owned by more than 4,000 producers and members—before arriving at that old American saw about doing things right even when it's hard, as the farmers sit down for butter-drenched breakfasts with their families. Overall, it's a sweet approach, even if it flirts with being saccharine. It's beautifully produced, with inviting visuals and soundtracks sure to tug on plenty of heartstrings, even if the sing-song copy risks driving viewers insane upon repeat exposure. It also doesn't hurt that butter pretty much sells itself. But the tagline is particularly apt, too—as good as butter is, it's probably not a good idea to eat too much. Print work and credits below. CREDITS Client: Land O'Lakes VP Marketing, US Dairy Foods: Heather Anfang Director, Integrated Marketing Communications: Leah Lamon Marketing Director, Consumer Cheese: Martin Abrams Director, Test Kitchens & Consumer Affairs: Becky Wahlund Team Leader, National Retail Operations: Bob D'Imperio Director Member Relations: Pete Garbani Director, Superspreads: Stacey Kearin Integrated Marketing Communications (IMC), Superspreads and INBD: Melissa Alphin Agency: The Martin Agency Chief Creative Officer: Joe Alexander Executive Creative Director: Andy Azula Creative Director: Jordi Martinez Senior Art Director: Tara Gorman Senior Copywriter: Lassiter Stone Managing Director – Production & Development: Steve Humble Executive Producer: Letitia Jacobs Senior Producer: Adrienne Daniel Associate Broadcast Producer: Coleman Sweeney Business Affairs Supervisor: Alice Isner Director of Production Business Management: Karen Taylor Senior Project Manager: Courtney Faudree Hurd Group Account Director: Walker Teele Account Director: Carey Ely Account Supervisor: Chloe Bos Account Executive: Sarah Smith Account Coordinator: Alexis Nelson Production Company: Thomas Thomas Films Director: Kevin Thomas Executive Producer: Philippa Thomas Producer: Jon Dino Director of Photography: Robert Pendar-Hughes Food Stylist: Debi Halpert Editorial Company: White House Post Editor: Heidi Black Assistant Editor: Sam Perkins Executive Producer: Joni Williamson Head of Production: Joanna Manning Producer: Jonlyn Williams Animation/VFX: Go Overboard VFX Supervisor/Lead Flame Artist: Jan Cilliers Flame Assist: Sarah Vigil Flame Artists: Brandon Sanders, Jim Bohn, Michael Angelo Matte Painter: Dark Hoffman Producer: Krystle Seiden Executive Producer: Celest Gilbert Colorist: Matthew Schwab Music for "Next" & "Soup Kitchen": Human Composers: Craig DeLeon ("Next") Thomas Keery ("Soup Kitchen") Music for "Co-Op": Asche & Spencer Audio Post Company: Rainmaker Studios Sr. Sound Designer, Music Composer, Technical Supervisor: Jeff McManus Executive Producer, Owner: Kristin O'Connor General Manager / Scheduler: Clinton Spell II

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Ad of the Day: Butter and Cheese Are a Force for Good in Heart-Melting Land O'Lakes Ads

The Martin Agency's first work for the brand

Gabriel Beltrone

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Gabriel Beltrone