Anonymous Content
Tue, 24 May 2022 08:53:17 GMT
Celebrities, they’re just like us! Just kidding, they’re plant-based. That’s because they have chefs, nutritionists, gurus — you name it. Why are so many celebrities backing the plant-based movement? They have access to the kind of health knowledge many of us don’t. JUST Egg and Mythology wanted to take an honest approach to celebrity advertising, by showing stars in their truest breakfast moments, and embracing their surreal lives. You don’t have a cardiologist on call to tell you what to eat for breakfast but you can have those eggs from plants!
In a humorous new campaign called 'Really Good Eggs', superstars Jake Gyllenhaal and Serena Williams enjoy a JUST Egg breakfast as brand ambassador J.B. Smoove lets us in on their out of the ordinary lives, and their extraordinary eggs, from plants.
To create the campaign, which taps into the same creative sense of humor the brand’s become known for, JUST Egg partnered with its agency of record, Mythology and Anonymous Content director Tim Godsall.
Living Like an A-Lister
During the 30-second Gyllenhaal spot, the Academy Award-nominated actor is seen refueling from a workout we’ve never heard of, with some JUST Egg. Through the window, a man in armor is holding a sword, plus a blowtorch and trampoline. It’s time for yet another grueling stunt training/workout that only a megastar would do.
In the Williams spot, the tennis star prepares to eat a JUST Egg breakfast, and we see staffers buzzing around making calls, typing on computers, and watching her closely. Smoove’s voiceover notes that it’s no surprise the GOAT’s eggs are from plants when she’s got such a robust health team.
Benefiting Your Health, the Planet—and Your Abs
The campaign also features billboards with eye-catching yellow branding, oversized food images, and slogans like: “Celebrities…they’re just like us! Kidding. They’re plant-based.” and “Packed with plant protein, if you’re into muscles. Really good, if you’re into food.”
“Eggs are one of the most common foods on the planet, spanning cultures, cuisines, and yes, even the diets of superstars,” said Tom Rossmeissl, head of global marketing at Eat Just. “Jake Gyllenhaal and Serena Williams recognize the benefits plant-based eggs can have on their own health and on the planet, and we’re happy to have partnered with them and Mythology for this fun, informative new campaign.”
“We worked off the insight that there are a lot of celebrities now dabbling in plant-based foods”, said Mythology Creative Director Kim Haxton. “And most of them are into it because they take care of their health in a way most of us don’t - and they likely have teams of people to make sure they do. This is our playful attempt to heighten that, and lift the curtain on the real, and good reasons so many stars are plant based.”
view more - CreativeClient: JUST Egg
Founder/CEO: Josh Tetrick
VP, Head of Global Marketing: Tom Rossmeissl
VP, Head of Global Brand: Jordan Viola
Director, Brand Partnerships: Amy Nnaji
Agency: Mythology
Founder, ECD: Anthony Sperduti
Creative Director: Audrey Attal
Creative Director: Kim Haxton
Copywriter: Katie Tiambeng
Art Director: Brian Lim
Executive Producer: Andy Wilcox
Assistant Producer: Joe Fuller
Head of Studio: Manuel Abreu
Account Lead: L Parker Barnum
Account Director: Shreena Patel
Production: The Bees and Honey, Nathan Foulger
Photographer: Bobby Doherty
Food Stylist: Michelle Gatton
Food Stylist: Heather Greene
Retouching: Dave Herr
Production Company: Anonymous Content
Executive Producer: SueEllen Clair
Director: Tim Godsall
Director of Photography: Bryan Newman
Line Producer : Brady Vant Hull
Editorial: Arcade Edit
Editor: Geoff Hounsell
Editor: Will Hasell
Partner, Executive Producer: Fanny Cruz
Senior Post Producer: Andrew Cravotta
Color: Co3 - Sofie Friis Borup
Sound: Screaming Penguin - Rob Fielack
Genres: Comedy
Categories: Food, Vegetarian / Vegan
Anonymous Content, Tue, 24 May 2022 08:53:17 GMT