Today, I was telling a friend that I really want to be a better parent to my daughters, Chloe and Max. Around this time of year, I feel that I somewhat abandoned them when I got divorced and moved to LA. I wonder, how I can help them reach their potential as strong, courageous women?
Apparently, I’m not alone.
Kraft’s two-minute Family Greatly lets parents know that striving for perfection is overrated.
Created by Leo Burnett and launched online Tuesday, the campaign reflects some enlightening results gained from Kraft research: even though eight-out-of-ten parents feel they are under too much pressure to be “perfect,” four-out-of-five kids would rather have a great parent than a perfect one.
“Parents put a lot of pressure on themselves believing there is a perfect, or right, way to family,” said Anne Field, Director of Brand Building for Kraft. “The reality is, there are a billion ways to #FamilyGreatly, and your way, if it’s done with love and conviction, is the best way.”
This push, directed by David Terry Fine of Little Moving Pictures, really hit me with its genuine touching moments.
There’s nothing spectacular about the cinematography, no effects to speak of, but it touches me more than, say, fifteen Playstation 4 spots I will ever see.
The “Family Greatly” message from the ads will appear on Kraft branded items including Kraft Singles, cheese, macaroni and cheese, dressing, mayonnaise and barbecue sauce. The brand has also invited families to engage with #FamilyGreatly on @KraftBrand Facebook, Twitter, and Instagram channels.
Users will hear from real Kraft parent employees, who will serve as kick-off social media managers and provide genuine, heartfelt responses on behalf of the brand.
Chief Creative Officer: Britt Nolan
VP Creative Director: Sarah Block
Creative Director: Brandan Jenkins
SVP Account Director: Kristina Lenz
Account Director: Abby Allsop
Account Supervisor: Madeline Schnur
Assistant Account Executive: Blair Cooley
Senior Project Manager: Stephanie Treppler
SVP Strategy Director: Pushpa Gopalan
Strategy Director: Lisa Sobillo SVP, Director of Production: Veronica Puc
VP, Executive Producer: Tom Keramidas
Senior Producer: Adine Becker
Production Manager: Anne Carbo
Talent Manager: Robyn Schwartz
Senior Music Producer: Alec Stern
Senior Music Producer: Jocelyn Brown
Director: David Terry Fine
Production Company: Little Moving Pictures
Executive Producer: Jeremy Summer
Producer: Kimi Milo
EDITORIAL / POST PRODUCTION
Editor (The Colonie): Bob Ackerman
Assistant Editor (The Colonie): Graham Chapman
Finish/VFX (The Colonie): Tom Dernulc
Finish/VFX Assistant (The Colonie): Ben Pokorny
Colorist (The Mill): Luke Morrison
Color Assistant (The Mill): Lindsey Mazur
Color Executive Producer (The Mill): Laurie Adrianopoli
Color Producer (The Mill): Dan Butler
Mixer: John Binder – Mixer
Assistant Audio Engineer, Josh Hunnicutt
Executive Producer: Tim Konn
Producer: Louise Rider
PUBLIC RELATIONS: Olson Engage
Contact Colin Costello at email@example.com or follow him on Twitter @colincostello10.