Hidden Valley’s campaign of love from mcgarrybowen

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Hidden Valley Ranch's "Airport" by mcgarrybowen

Hidden Valley Ranch’s “Airport” by mcgarrybowen

360 campaign featured
a level of irreverence
that enticed Zach Braff
to come on board
as narrator
and director

Hidden Valley Ranch’s new campaign “You Either Love It or You Really Love It,” which rolls out this week, is an exciting shift for Hidden Valley Ranch, as they celebrate the love consumers have for their original ranch flavor.

The integrated campaign, which launches with two TV spots Airport and Shirt — created by mcgarrybowen, produced by RSA Films, and directed and narrated by Zach Braff (Scrubs, Garden State) — features the passion Hidden Valley Ranch super fans have for the delicious condiment, dip, and seasoning.

 
AIRPORT | FOR HIDDEN VALLEY RANCH BY MCGARRYBOWEN
An airport security officer discovers a bottle of Hidden Valley Ranch in a passenger’s bag.

 

 
SHIRT | FOR HIDDEN VALLEY RANCH BY MCGARRYBOWEN
A man spills Hidden Valley Ranch dip on his shirt while eating chips at a party.

 

 
360-degree outreach
In addition to the TV spots, Hidden Valley Ranch will be celebrating the joy of ranch with their fans throughout the year.

Expect to see Hidden Valley Ranch embracing and engaging with consumers every day with programs like Ranchology Rewards and on special occasions like #nationalpizzaday and, of course, on a day that for Hidden Valley Ranch is larger than life, National Ranch Day.

The campaign pays homage to the super fan and underscores the surprising, saucy, and unapologetic nature of Hidden Valley Ranch.

These super fans will be surprised to see their beloved HVR brand with a “starring role” in the Jan. 24th episode of ABC’s A Million Little Things. The hit ABC show will feature Hidden Valley Ranch as part of the storyline, when character Rome Howard (Romany Malco) is shown pitching the Hidden Valley Ranch ad concept to a group of clients in a conference room.

 
A MILLION LITTLE THINGS / HIDDEN VALLEY RANCH INTEGRATION SCENE

 
Directed by Zach Braff
Braff, also a confessed super fan of the brand, wanted to direct this campaign for its irreverent humor. He had so much fun, he wanted to narrate the tag as well. His HVR passion is apparent when he is seen wearing a Ranch sweatshirt in this Instagram post.

Braff said, “I decided to get back into commercials and was thrilled to do it with a top tier company like RSA. It’s been a few years since I directed spots, but diving right into a hilarious campaign for HVR was great. The whole process was great, from casting to production. We all worked hard, but we had a lot of laughs doing it. I’m looking forward to what comes next.”

“As a team, we continue to be so energized by the love and passion consumers have for Hidden Valley Ranch,” said Jacquie Klein, Hidden Valley Ranch Marketing Director. “We are not only inspired by our super fans, but also we are super fans ourselves.”

Kurt Fries, Chief Creative Officer, mcgarrybowen Chicago said, “The best ideas aren’t created out of thin air, they are crafted out of a nugget of truth. That is certainly the case here. This work rips back the curtain on the love that people have for HVR in a way that is bold, provocative and, I think, damn funny.”

 
CREDITS
Client: Clorox, Hidden Valley Ranch

VP/General Manager: Jon Schlesinger
   Marketing Director: Jacquie Klein
   Associate Marketing Director: Kristin Fleming
   Associate Marketing Manager: Camila Vigdor
   Associate Marketing Manager: Ashley Miles
   Associate Director, Brand Engagement: Vicki Haber
   Associate Director, Brand Engagement Channel Lead: Sandra Eymann
   Advertising Manager, Talent & Rights Management: Tricie Evans

Agency: swirl mcgarrybowen (SF) and mcgarrybowen Chicago
   Swirl mcgarrybowen CEO: John Berg
   U.S Chief Creative Officer: Ned Crowley
   Chief Creative Officer: Kurt Fries
   Creative Director/Copywriter: Scott Balows
   Creative Director/Art Director: Anne Pazen
   Art Director: Devin Hilgenkamp
   Senior Copywriter: Matt Wink
   Copywriter: Tori Dubray
   Group Managing Director: Alaina Lovera
   Account Director: Genevieve Gray
   Account Supervisor: Nancy Casales-Silva
   Account Executive: Sydney Paine
   Global Chief Strategy Officer: Jen Zimmerman
   Executive Strategy Director: Kate Walters
   Strategy Director: Virginia Lu
   Senior Strategist: Lee Boshes
   Director of Content Production: Steve Ross
   Producer: Alex Frenkel
   Director Content Business Affairs: Joann Baker
   Production Business Manager: Jillian Wisniewski
   Executive Music Director: Jarrett Mason

Production Company: RSA Films
   Director: Zach Braff
   Head of Production: Elicia Laport
   Executive Producer: Chris Karabas
   Producer: Morna Ciraki
   Production Supervisor: Carmen Quiros
   West Coast Sales: Jonathan Wright

Editorial: Cutters
   Producer: Heather Richardson
   Editor: Grant Gustavson

VFX: Feral VFX
   Owner/Creative: Jon Gallo

Media Agency: OMD

Digital Agency: AKQA

 
Send your campaign updates to Reel Chicago Editor Dan Patton, dan@reelchicago.com.

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