Even With 6-Second Ads on the Rise, Brands like Heinz, KFC and Taco Bell are Creating Animated Films to Try and Stand Out

Just as animated TV shows for adults (think cult favorite Rick and Morty or Netflix’s Big Mouth) are having a moment, animated films for brands are hitting their own stride. Tech brands like Lyft and Hinge have used the medium in recent years and over the last few months a new wave of marketers—Heinz Beans, KFC and Taco Bell—have rolled out animated spots.

The timing may seem strange in an era when attention spans are low and six-second ads are on the rise, but brand marketers are hungry to connect with consumers and animation can be the outlet to make it happen. Overall, brands are finding that animation can cut through the clutter and really strike that emotional chord with viewers online.

“The long-form, animated spot is definitely back on stage,” Howard Belk, co-CEO and CCO for brand consultancy Siegel+Gale, said. “Advertisers are competing for engagement not only with other products, but with social media content. People are much more accustomed and comfortable now with watching vignettes on their phones—they have been conditioned by Facebook, YouTube, Instagram, Snapchat and other platforms. Savvy advertisers are taking advantage of consumers’ willingness to spend more time consuming content on these platforms.”

Matt Murphy, 72andSunny executive creative director and partner, believes animation is on the rise because it “can be an escape,” he said, adding, “It has the ability to make a bigger, bolder creative leap in terms of storytelling for any brand that wants to embrace it as a tool.”

In April, 72andSunny created a nearly two-minute animated film for toothpaste brand Hello featuring an anthropomorphic dancing tooth cheerily promoting the natural ingredients used in Hello products. Since its release, the spot has scored over 1.6 million views on YouTube alone. “If we just put an actor in front of the camera to talk to you for 90 seconds about toothpaste, I don’t think it would have worked as well as having an animated tooth,” said Murphy.

See the films below & read more at AdWeek: http://www.adweek.com/brand-marketing/even-with-6-second-ads-on-the-rise-some-brands-are-creating-animated-films-to-try-and-stand-out/

 

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New Vegan Documentary Alert: ‘The Yoyo Effect’ Trailer Is Now Out

The upcoming movie has been billed as ‘the film the weight loss industry doesn’t want you to see’

The award-winning filmmaker behind renowned vegan documentary Food Choices has revealed the trailer for his upcoming film The Yoyo Effect.

The new movie, which will be produced by Michal Siewierski, has been billed as ‘the film the weight loss industry doesn’t want you to see’ – and is a disruptive project about diet and weight loss.

The movie follows filmmaker Siewierski on his journey into the controversial world of weight loss and diet, as he uncovers shocking facts and confronts common misconceptions.

The crowdfunder for the groundbreaking documentary is now live, and it’s looking to raise just under $70,000.

Find out more about the documentary here

Documentary

The Yoyo Effect aims to present its audience with science-based information from world class experts on nutrition such as Dr. Michael Greger and Dr. Neal Barnard.

Talking to Plant Based News, Siewierski said he wants to raise awareness of America’s biggest pandemic – obesity.

He says: “I felt it was time to make a film that focused exclusively on weight loss, to help bring information to the public that can help them achieve their goals in a healthy long term sustainable way.

“And I wanted to do all that in a film that has great entertainment value and is fun to watch. At the same time, the film also tackles the food and weight loss industries, and exposes several shocking facts that most of the general public is not aware of.

“It also shows several new disruptive ideas from scientists and health experts from around the world, who are revolutionizing the way we think about weight loss.”

Siewierski goes on to mention that The Yoyo Effect will be distinguishing itself from other health movies by not focusing on single reductionist approaches to weight loss.

Read more at PlantBasedNews.org: https://www.plantbasednews.org/post/new-vegan-documentary-the-yoyo-effect-trailer 

Anthony Bourdain looks at culinary sustainability in documentary ‘Wasted! The Story of Food Waste’

Taking a lively approach to an increasingly serious 21st century issue, the skillfully assembled documentary “Wasted! The Story of Food Waste” proves as eye-opening as it is mouth-watering.

Although host-narrator Anthony Bourdain glibly professes his initial reluctance to take part in the proactive project because, “I don’t even know that we deserve to live,” the culinary superstar proceeds to introduce a number of fellow chef advocates devoted to addressing the 90% of food waste that ends up in landfill.

They include the genial Dan Barber, who is finding ways to better utilize the entire landscape of a farm, incorporating tasty cauliflower leaves and immature vegetables on menus rather than tossing them in dumpsters.

Meanwhile, Tristram Stuart, a global authority on food waste, brews Toast Pale Ale from neglected end crusts of sandwich bread, while chef-restaurateur Mario Batali discovers succulent “trash” fish that deserve a place at the table alongside the ubiquitous salmon/shrimp/cod/tuna.

Fully realizing that a spoonful of sugar helps the medicine go down, filmmakers Anna Chai and Nari Kye season their thoroughly enlightening eco-primer with a generous sprinkling of levity provided by colorful graphics and the acerbic Bourdain, who really lets loose in the end-credits outtakes.

With Oscar the Grouch’s “I Love Trash” providing the perfect end note, “Wasted!” will likely have you cracking open that crisper drawer with a newfound sense of obligation.

from The LA Times: http://www.latimes.com/entertainment/movies/la-et-mn-capsule-wasted-food-review-20171012-story.html

It’s Apple Time, Baby: J.B. Smoove Stars in “Crown Royal Regal Apple: The Musical”

Crown Royal, one of America’s best-selling and most-loved whiskies, has re-enlisted the creative brilliance of actor and comedian J.B. Smoove to help fuel its flavored whisky collection, which includes Crown Royal Regal Apple Flavored Whisky and Crown Royal Vanilla Flavored Whisky. As a leader within the nearly 10 million case flavored whisky category that grew 8% last year, Crown Royal looks to celebrate the fun-loving side and irresistibly delicious side of whisky with a spirited campaign, titled “Crown Royal Regal Apple: The Musical.”

Experience the interactive Multichannel News Release here: https://www.multivu.com/players/English/8189951-crown-royal-regal-apple-whisky-jb-smoove-king-of-flavor/

The latest work between J.B. and Crown Royal premiered last week and it’s a complete showstopper. In a true creative collaboration, J.B. and his crew teamed up with director Greg Brunkalla, Anomaly New York and Storefront Music to create a pulsating original track, “It’s Apple Time, Baby,” and a series of short films, which also include an exuberant dance number choreographed by Fatima Robinson. The main film features J.B. strutting through a lavish nightclub, as patrons jump into his dance and join his crew for Crown Royal Regal Apple shots – all while not missing a beat. The integrated marketing plan consists of TV, social media, public relations and bar events rolling out nationwide this October and continuing throughout 2018.

Read more at PR News Wire: http://www.prnewswire.com/news-releases/its-apple-time-baby-jb-smoove-stars-in-crown-royal-regal-apple-the-musical-300536025.html

Starbucks widens distribution for season 2 of short film series

Starbucks announced a second season of its short film series “Upstanders” that will feature 11 real-life stories of Americans’ acts of humanity, according to Mashable. Viewers can stream the documentary on Amazon Prime Video, on Facebook Watch — making it the social platform’s first content from a non-media brand — and in the Starbucks app. Audible will also turn the content into a free audiobook.

Starbucks SVP Rajiv Chandrasekaran interviews Stephenie Larsen for an 'Upstanders' film in Provo, Utah, on Sept. 18, 2017.

Season one launched on the quick-service restaurant’s app in September 2016 ahead of the presidential election and reached more than 60 million people. With the added platforms, Starbucks executive chairman and former CEO Howard Schultz expects season two to reach nearly 100 million viewers, Mashable reported.

Meanwhile, the Starbucks Foundation announced the “Upstanders Challenge” alongside the documentary, where consumers can submit a short video about their favorite charity and share it on social media. The foundation will then grant $25,000 to 25 of the nonprofits submitted.

Read more at Marketing Dive: http://www.marketingdive.com/news/starbucks-widens-distribution-for-season-2-of-short-film-series/507102/