Ad of the Day: A Foul-Mouthed Seed Bashes Agrichemical Firms in This Hilarious Film

In the U.S., the same six chemical companies that make pesticides (aka "The Big Six") also control 63 percent of the seed market. That's f*cked up, according to the charismatic animated organic seed who narrates this punchy and amusing short film about the virtues of organic seed over the chemically dependent alternatives. The film, "Mr. Seed," is a production of the Clif Bar Family Foundation and was made by The Butler Bros., a brand design studio in Austin, and directed by animation company Buck. It stars a foul-mouthed organic seed who offers his bleeped-out thoughts about GMO seeds—which the client says have led to a nutrient decline of 43 crops, more than $15 billion in human health costs in 2005 alone from agricultural pesticide exposure, and an overall food system that is unsustainable. Despite his bad language, Mr. Seed—voiced by comedian Pete Holmes—is actually a good seed, hoping to challenge the narrative from the big agrichemical companies that only they can feed the world. "Is this what America wants to eat?" he asks. "Unlike those GMO bros, organic seeds like me can feed the world without ruining it because we keep it clean. We don't dirty ourselves with all those pesticides." "Organic seed needed a voice that couldn't be ignored so its advantages could be shared broadly," says Adam Butler, founder and strategic chief of The Butler Bros. "Mr. Seed was born to be that voice, and now it is thanks to an ambitious script, a brave client and an epic collaboration with Buck." The film points to SeedMatters.org for more information. "With Mr. Seed, we hope to raise interest and awareness in organic seed and increase conversations about changing our chemically dependent food system," says Matthew Dillon, director of the Seed Matters campaign. "We want to show people that there are alternatives, that they have a choice and a role to play in the solution." "The Butler Bros. were fantastic partners," adds Buck creative director Ryan Honey. "They conceived of the idea of Mr. Seed and brought Pete Holmes to the table, who is an amazing comic talent, but they also supported our creative vision. It was great to have a partner that saw our passion for the project and worked with us creatively to make a better film." CREDITS Client: Clif Bar Family Foundation Project Title: Mr. Seed Concept by The Butler Bros. Creative Directors: Adam Butler, Marty Butler Art Directors: Allie Nordstrom, Marty Butler Copywriters: Jeremy Spencer, Ryan Honey, Erik Enberg, Adam Butler Designers: Craig Crutchfield, Hoang Nguyen Producers: Vincent Calderon, Bridget Liddy, Christine Lopez Directed by Buck Executive Creative Director: Ryan Honey Executive Producer: Maurie Enochson Creative Director: Joe Mullen Head of CG: Doug Wilkinson Producer: Emily Rickard Production Coordinator: Kaitlyn Mahoney Art Director: Laura Yilmaz Character Design: Joe Mullen, Kenesha Sneed Storyboards: Laura Yilmaz, Kendra Ryan, Craig Yamamoto Concept Art and Matte Paintings: Laura Yilmaz, Scott Huntsman, Susan Yung Design: Laura Yilmaz, Joe Mullen, Susan Yung, Scott Huntsman, Audrey Lee, Rasmus Bak, Xoana Herrera, Vincent Tsui, Jenny Ko, Kenesha Sneed CG Lead: Alex Dingfelder Modeling: Eric Pagtaconan, Wing Sze Lee, Michele Herrera, John Niehuss, Mingoo Park, Jens Lindgren, Eyad Hussein, Alex Dingfelder, Arvid Volz, Brice Linane, Rie Ito Look Development Lead: Alex Dingfelder Look Development: Wing Sze Lee, Eric Pagtaconan, Michele Herrera, Jens Lindgren, John Niehuss, Mingoo Park Rigging TD: Ernesto Ruiz Velasco Character TD: Eyad Hussein, Ernesto Ruiz Velasco Pipeline and FX TD: Albert Omoss Additional Rigging: Lee Wolland Animation Director: Alessandro Ceglia 3D Animation: Alessandro Ceglia, Tyler Lancaster, Dony Permedi, Adam Floeck 2D Screen Animation: Vincent Tsui, Debora Cruchon, Rafael Araujo, Nicole Stafford Lighting Direction: Alex Dingfelder Lighting: Wing Sze Lee, Jens Lindgren, Alex Dingfelder, Eric Pagtaconan, Michele Herrera Compositing Lead: Alex Dingfelder Compositing: Wing Sze Lee Pharm Foods Commercial: Design: Gunnar Pettersson Animation Director: Laura Yilmaz Animation: Laura Yilmaz, Kendra Ryan, Nick Petley, Vincent Tsui, Rafael Araujo, Debora Cruchon, Nicole Stafford End Credits: Associate Creative Director: Kevin Walker Design: Rasmus Bak Animation: Rasmus Bak, Esteban Esquivo Music and Sound Design: Antfood Voice of Mr Seed: Pete Holmes

Brand Marketing

Ad of the Day: A Foul-Mouthed Seed Bashes Agrichemical Firms in This Hilarious Film

Appeal for organic over pesticide giants that control the market

Tim Nudd

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Tim Nudd