How do you create the perfect Father's Day? By turning everything around Dad into bratwurst.
That's the lesson of Johnsonville's new "Bratfast in Bed" spots from Droga5. The ads debut online today and will be promoted on social media in the run-up to the June 21 holiday.
The occasionally surreal ads, which were cut in 30- and 65-second versions, imagine what it would be like for Dad to wake up to his family serving him one of his favorite foods, a brat on a roll, with sausages popping up in the most unexpected places. Or is he just dreaming?
Rather than cut up the different scenes, Droga5 stitched them together to keep viewers watching and build drama in the process. "It's basically sausage Inception," said group creative director Scott Bell, referring to the 2010 Christopher Nolan movie about layered realities. "It's one man's journey."
To counterbalance the weirdness—at one point, dad's fingers turn into sausage—the agency cast a normal-looking dad, wife and son. That contrast helped turn the initial straightforward scene into a head fake for the stranger bits that follow. M ss ng p eces' Ray Tintori was the director.
The new ad comes a month after Droga5 launched its "Family" campaign for Johnsonville, which asserts that odd mixes of people become families when they eat sausage together. The tagline is a bit odd too: "We don't make sausage. We make family. And sausage."
One inspiration for the campaign, Bell said, was a piece of Homer Simpson wisdom: "You don't make friends with salad."
So what would Homer think of the new ad?
"Homer would just love to sit down on Father's Day," said Johnsonville vp of marketing Fabian Pereira, "and sit back and enjoy."
Or maybe, more simply, the yellow-faced dad would see the brat and say, "Mmmmm."
Group marketing director: Jim Mueller
Senior grilling brand manager: Ron Schroder
Creative chairman: David Droga
Chief creative officer: Ted Royer
Group creative director: Scott Bell
Senior copywriter: Ryan Raab
Senior art director: Dan Kenneally
Chief creation officer: Sally-Ann Dale
Head of broadcast production: Ben Davies
Executive broadcast producer: Jesse Brihn
Senior broadcast producer: Verity Bullard
Broadcast producer: Rebecca Wilmer
Global chief strategy officer: Jonny Bauer
Group strategy director: Aaron Wiggan
Senior strategists: Candice Chen, Nick Maschmeyer
Communications strategy director: Brian Nguyen
Group account director: Dan Gonda
Account director: Chris Einhauser
Account manager: Kate Tyler Monroe
Senior project manager: Amy Blitzer
Interactive production company: Sneakers Agency
Creative director: Christopher White
Production Company: m ss ng p eces
Founder, executive producer: Ari Kuschnir
Partners, executive producers: Brian Latt, Kate Oppenheim
Director: Ray Tintori
DOP: Rob Leitzell
Head of production: Dave Salzman
Producer: Drew Houpt
Editorial: m ss ng p eces
Editor: Sam Zimman
Assistant editor: Will Kanellos
Producer: Orlaith Finucane
Color: The Mill
Colorist: Aline Sinquin
Sound: One Thousand Birds
Mixer: Calvin Hunting Pia