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Twenty seconds into Opperman Weiss' new 90-second anthem spot for Chobani, it's clear something is amiss. A family in the countryside, caked in mud, trudges through fields, but Mom and Dad aren't talking. They're a farming family, but this isn't your typical farming-themed commercial, even though it opens with the almost clichéd amber waves of grain.
"This is a modern American story," Chobani CMO Peter McGuinness told Adweek on Friday. "It's a family, and we don't know what happened with them.