Bright Spots by Arnold Promote Stop & Shop’s Product Variety

Playing off the “It’s that simple” tagline, Arnold Communications here has extended the now 2-year-old theme into a series of 15-second television commercials that feature the wide variety of products offered by Stop & Shop supermarkets.
“In an executional sense, these spots are simple, clever and profound,” said Arnold creative director Alan Marcus. The numbers of actual products, however, were in some cases altered to be “impressive but not unbelievable.”
Four executions are now in rotation on cable and network stations throughout New England and parts of New York. “It’s an idea that can go on forever,” said Marcus.
Art director Jeannie Heilman, working with copywriter C.J. Kaplan, fine-tuned the concept. “We used unusual visuals, an edgy choice of music and strong graphics to create an effect that turns each spot into a hyper reality,” said Heilman. The colors were enhanced in postproduction at Boston-based Panache.
One spot promoting the Quincy, Mass.-based client’s wide variety of flowers was filmed on an overcast day. The end result, however, is bright-yellow flower petals being dropped onto bright-green grass displayed against a brilliant blue sky.