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.
