My Agency’s has created their first commercial for Welch’s Purple Juice following winning the business in a three-way pitch last year against St. Lukes and Karmarama.
“Packed with antioxidants” demonstrates that Welch’s Purple Grape Juice contains twice the antioxidant level of orange juice. The commercial was shot in Thailand and features a troupe of contortionists and Olympic gymnasts who represent the antioxidants in orange juice and Welch’s Purple Grape Juice. Using the amazing flexibility of the contortionists, the commercial shows how Welch’s manage to squeeze twice as many antioxidants into a glass, versus the antioxidants that you get in a glass of orange juice.
The spot was written by Andrew Demianyk, Aaron Lobb and Luke White. The commercial was directed by Who? through Great Guns.
Luke White, Creative Director of My Agency said “In the USA Welch’s is a household name, it’s like milk and cookies, everyone grows up drinking Welch’s Grape Juice. Over here the brand doesn’t have the same heritage, so we’ve had an opportunity to reinvent the brand based on its very strong and simple health proposition. This commercial will make the brand a household name in the UK, but in the antioxidant characters we have also created an engaging advertising vehicle that works seamlessly through-the-line.”
Paul Nicholls, Head of Marketing at the Gerber Juice Company the UK distributors of Welch’s said “This commercial is very different from anything we have done before and is a powerful and creative expression of our USP. It is part of a major investment in the brand. We look forward to seeing sales continue to leap ahead.”