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Past Selves Return in Spots from Beyond Meat Jerky and Goodby Silverstein & Partners

Creative 113 Add to collection

Harold Einstein directs series of humorous spots

Past Selves Return in Spots from Beyond Meat Jerky and Goodby Silverstein & Partners

Today, Beyond Meat Jerky will launch its first-ever national advertising campaign, which inspires people to make an evolved and delicious choice in choosing plant-based jerky.

“You’ve evolved. So should your snacks,” declares the campaign created by Beyond Meat Jerky and Goodby Silverstein & Partners (GS&P). The campaign proudly touts the new snack as being marinated and slow roasted to deliver the delicious, tender bite of traditional beef jerky.

“As we grow and learn, our tastes and how we make choices evolve as well,” said Liza Darnell, CMO of the Planet Partnership, a joint venture between Beyond Meat and PepsiCo that aims to develop, produce and market innovative snack and beverage products made from plant-based protein. “And as our campaign demonstrates, plant-based Beyond Meat Jerky is a celebration of this evolution. It’s packed full of flavor and has 10 grams of protein, so you can get the delicious jerky experience you crave but benefits that come from it being plant based. You can have your jerky, if you will, and eat it too.”

GS&P partnered with Harold Einstein of film production company dummy to bring to life a campaign in which people are greeted by their much younger selves, who playfully question their choices—both snacking and otherwise. Casting one character at very different ages was a central challenge for the campaign, and through a painstaking national search spanning eight days, the director and agency found the ideal younger and older selves to star across four different snacking scenarios.

“Thanks to our social media timelines and feeds, we’re constantly greeted by former versions of ourselves—and not always the versions we want to see,” said Jon Wyville, creative director at GS&P. “The campaign goes at that insight and plays off the tension of ‘What if our very young self could truly check in with our current-day self and see all the smarter choices we’re making now?’ How would that go exactly?”

The campaign will run across digital media including YouTube, Facebook, Instagram, TikTok and Pinterest.

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Chief Marketing Officer: Liza Darnell

Director of Brand Marketing: Danielle Armbrust

Global Consumer Insights Director: Maximiliano Stefanich

Consumer Insights Associate Manager: Pamela Naranjo

Senior Manager, North America Media & Consumer Data: Eve Rabin

Digital Media Specialist: Teagan Mosenthal


Chief Creative Officer: Margaret Johnson

Creative Director: Jon Wolanske

Creative Director: Jon Wyville

Art Director: Stevan Chavez

Copywriter: Mike Gallucci

Account Services

Managing Partner: Brian McPherson

Group Account Director: Becca Morris

Account Manager: Mollie Norin

Assistant Account Manager: Adrianne Medina

Brand and Communication Strategy

Partner, Head of Brand Strategy: Bonnie Wan

Partner, Head of Communication Strategy: Christine Chen

Group Communication Strategy Director: Caitlin Neelon

Brand Strategist: Darien Ahn


Co-directors of Production: Leila Gage and Margaret Brett-Kearns

Executive Producer: Stephanie DeNatale

Executive Producer: Matthew Winks

Business Affairs

Director of Business Affairs: Judy Ybarra

Production Business Manager: Yelena Kompaneyets

Production Company

Company Name: dummy

Production-Company City: Venice, CA

Director: Harold Einstein

Director of Photography: Glynn Speeckaert

Producer: Michael Kanter

Editing Company

Company Name: Arcade Edit

Editing-Company City: Santa Monica, CA

Editor: Dave Anderson

Assistant Editors: Mitch Mitchell

Senior Producer: Kirsten Thon-Webb

Executive Producer: Crissy DeSimone

Audio and Sound-Design Company

Company Name: Lime Studios

Audio-Company City: Santa Monica, CA

Audio Mixer: Joel Waters

Audio Assistant: Collin Thomas

Executive Producer: Susie Boyajan

VFX/Finishing Company

Company Name: The Mill

VFX/Finishing-Company City: Los Angeles, CA

Executive Producer: Melody Alexander

Producer: Daniel Beldy

Shoot Supervisor: Roxy Zuckerman

Head of Finishing: Thomas Downs

2D Artist: Roxy Zuckerman, Kevin Diaz

Color Company

Company Name: Company 3

City: Santa Monica / New York

Colorist: Tim Masick

Color Assistant: Ryan Moncrief

Color Producer: Kevin Breheny

Music Company

Company Name: Butter Music and Sound

Music-Company City: New York, NY

Executive Producer: Annick Mayer

Executive Creative Directors: Tim Kvasnosky

Senior Producer: Stone Irr

Associate Producer: Sonia Ohan

Composer: Julian Trivers

Genres: Comedy

Categories: Food, Vegetarian / Vegan

Goodby Silverstein & Partners, Tue, 10 May 2022 10:19:54 GMT