mcgarry creates instant classic with new P3 campaign

P3's "Xerox" by mcgarrybowen

P3’s “Xerox” by mcgarrybowen

‘3 PM Slump’
delivers the kind
of quick humor
that is destined
for internet

Office workers succumb to a corporate form of zombification in Slump, a new spot by mcgarrybowen for P3 Portable Protein Packs. Stricken by the energy sapping late afternoon, they drop like dominoes in the elevator, at their desks, and all over the floor.

But two remain sharp and alert, for they have fueled themselves with Kraft’s answer to sluggishness.

“It’s the 3 p.m. slump,” says one. “Should have had a P3,” responds the other.

A closing image confirms that P3’s snack-size quantities of meat, cheese, and nuts is “The More Interesting Way To Get Your Protein.”



Next stop: memehood
“The afternoon slump is very real,” says mcgarrybowen Group Creative Director Doug Behm. “By pushing off of a common enemy, the team was able to define the brand and its purpose, with simple, funny and breakthrough creative.”

His description is right on.

Five online videos complement Slump, which airs now through September 30 on a variety of networks including CNN, Discovery, ESPN, Hallmark, and NBC. With absolutely no dialogue, they capture hilarious and familiar manifestations of the “3 p.m. slump” in 12- to 15-second vignettes.

The videos are scheduled to run on Facebook, Instagram and Pinterest, but their quick humor is destined for internet memehood.

“We wanted to go beyond a functional, introductory message to show how P3 can play a role in our consumers’ lives,” says Zach Meyers, Director of Marketing at The Kraft Heinz Company. “Dramatizing the 3 p.m. slump is a really memorable way to position P3 as fuel for the daily hustle.”

Memorable, indeed. Get ready to have some fun courtesy of Coffee, Xerox, Elevator, Glasses, and Slump.


   Client: The Kraft Heinz Company
   Head of Marketing, Oscar Mayer: Jess Vultaggio
   Director of Marketing: Zach Meyers
   Sr Associate Brand Manager: Ann Wasko

Agency: mcgarrybowen Chicago
   Chief Creative Officer: Kurt Fries
   Group Creative Directors: Todd Brusnigham, Doug Behm
   Sr Copywriter: Matt Frierdich
   Sr Art Director: Katelyn Berg
   Executive Producer: Mark Olson
   Senior Producer: Sarah Tomick
   Music Licensing Supervisor: Brandy Ricker, Kate Kubaryk
   Director, Talent Services: Jamika Logan
   Director of Business Affairs: Joann Baker
   Business Manager: Alica Townsend
   Executive Director, Strategy: Shawna Ross
   Strategy Director: Alejandra Rubio
   Strategist: Corthay Schock
   Group Managing Director: Tom Smith
   Account Managing Director: Ellen Cohen
   Account Executive: Muriel Neary

Production Company: harvest films
   Director: Baker Smith
   Executive Producer: Bonnie Goldfarb
   Head of Production: Niko Whelan
   Producer: Jane Thomson
   Post Production: Cutters Studios
   Editor: Grant Gustafson
   Post Producer: Natalie Stone

Color Artist: Ron Sudul @ Nice Shoes

Audio Engineer: John Binder @ Another Country

Voice over: Stewart Cummings

Jason McKinnon, Elinet Louicius, Richard Meen, Alisha Davidson,
Caitlin McCarthy, Damon Begg, Glenn Love, Tijana Popovic,
Ron Wear, Selina Loum, Daylin Willis, Mark Chavez, Jared Davis

Music: Audio Network & Andrew Knox Productions

Media agency: Starcom

Hashtags: #p3, #mcgarrybowen

Send your campaign updates to Reel Chicago Editor Dan Patton,