Launching on November 10th, the American Egg Board’s new campaign, and our Reel Ad of the Week, is “The Gift of Eggs.” The LOL campaign from Energy BBDO pokes fun at holiday extravagances in order to celebrate what really matters during the season — family, friends, special memories together and FOOD!
The campaign’s two short films upend trite holiday gifting advertising, like the perennial car (we’re looking at you and you know who you are) with a big bow in the driveway, by adding a comic twist to remind consumers that just a dozen eggs can open the door to incredible possibilities.
The films are called “Giant Bow” and “Proposal.” The former plays off over-the-top holiday car commercials, showing a family surprising their dad with an extravagantly wrapped carton of eggs in the driveway; the latter leans into jewelry store holiday clichés, revealing that the holiday proposal is not with a diamond, but an incredible egg. Watch below:
“Food is always important during the holidays, and we expect it to be much more so this year as families look for ways to celebrate under challenging circumstances. We wanted to give people a laugh — we all could use a little levity this year, especially. These lighthearted digital shorts are hopefully reminders to us all that something homemade is sometimes the best gift and a great way to make meaningful new memories, celebrate traditions and bond over incredible food,” said Emily Metz, president and CEO of the American Egg Board.
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“Making food for a family member or friend is a heartfelt way to show you care, especially this year when we may not get the opportunity to see our loved ones in person,” say Jon Leachman and Dan McCormack, Energy BBDO’s creative directors. “As eggs are the foundation of so many delicious holiday dishes and treats, we created ‘The Gift of Eggs’ campaign to inspire people with incredible gift ideas that can be there for the holidays even if you can’t.”
In addition to the spots and a forthcoming content partnership with Thrillist, “The Gift of Eggs” also includes an activation encouraging people to give the gift of eggs through gift cards to their favourite local restaurants, many of which are struggling in the Covid-19 environment.
The activation lives on social and utilizes Google Maps technology to suggest nearby restaurants for breakfast or brunch. Whether for carryout, drive-thru, curbside pick-up or safe dine-in, the gift cards make giving the gift of eggs easy and offer a great alternative for those who need a break from cooking during the hectic holiday season.
The tongue-in-cheek films will run on social and OLV and were shot following social distancing protocols.
CLIENT: American Egg Board
AGENCY: Energy BBDO
- CHIEF CREATIVE OFFICERS: Josh Gross, Pedro Pérez
- CREATIVE DIRECTORS: Jon Leachman, Dan McCormack
- COPYWRITER: Matt Kane
- JUNIOR ART DIRECTOR: Daniel Pujol
- HEAD OF INTEGRATED PRODUCTION: John Pratt
- EXECUTIVE PRODUCER: Vanessa Luhr
- PRODUCER: Chris Totzke
- EXECUTIVE DIRECTOR OF MUSIC: Daniel Kypers
- MANAGING DIRECTOR: Lianne Sinclair
- CLIENT SERVICE DIRECTOR: Anna Bleers
- ACCOUNT DIRECTOR: Matt Doscher
- ACCOUNT EXECUTIVE: Tilbe Cakar
- GROUP STRATEGY DIRECTOR: Shannon Smiley
- INTEGRATION STRATEGY DIRECTOR: Molly Marshall
PRODUCTION, EDITORIAL, & AUDIO (MIX) COMPANY: B-Reel Films
- DIRECTOR: Tom Malmros
- PRODUCER: Mats Wolgers
- EDITOR: Michael Rendell
AUDIO (RECORD) COMPANY: Sound Kitchen AUS
- COMPOSER: Andrew Oye
- MEDIA AGENCY: Starcom
- ACCOUNT SUPERVISOR: Lisa Hernandez
- SENIOR ASSOCIATE: Haley Margason
SOURCE: Energy BBDO