Boys+Girls has rolled out another new campaign for the Valeo Foods-owned Jacob’s as part of the company’s “Bakes it Better” platform which was created by the Dublin-based agency.
The campaign, which is called “Namaste”, is rolling out across TV, video on demand, social and digital channels.
The platform positions the Jacob’s brand as a product that can make everyday moments a little better, drawing on the brand’s 170-year history while reflecting contemporary Irish households.
With “Namaste”, the film follows a mother whose delight at welcoming her daughter home is tested by an exhaustive account of her adventures. Jacob’s Cream Crackers, served with butter and red cheddar, provide a familiar taste of home and help bring her daughter back to her usual self.
The campaign follows “Dinosaur”, the recently launched first film in the platform, as the brand hones in on the realities, frustrations and humour of everyday family life.
“Namaste” aims to position Jacob’s Cream Crackers, a staple in many Irish households, as a product that can make everyday moments a little better, drawing on the brand’s 170-year history.
Directed by Tomas Jonsgården through production company Ponder, the films use subtle comedy and understated performances to bring those family situations to life.
Jake O’Driscoll, creative director at Boys+Girls, said: “We kept calling these an ad’s ad. A sharp behavioural insight, a funny script, great performances and a product with a genuine role in the storytelling – dramatised to feel entertaining. Tomas understood that straight away. And there’s something very satisfying about making advertising that just does the fundamentals really well.”
Credits
Agency: Boys+Girls
Chief Creative Officer: Rory Hamilton
Creative Director: Jake O’Driscoll
Senior Copywriter: Jack Walsh
Senior Copywriter: Michael Whelan
Art Director: Robin Carey Keatings
Executive Strategy Director: Tara Finegan
Chief Relationship Officer: Pat Stephenson
Executive Relationship Director: Caroline Keogh
Account Manager: Darragh Thompson
Head of Operations: Lauren McNinney
Head of Design: Colm Coonagh
Head of Production: Derek Doyle
Producer: Ben White
Client: Valeo Foods
Chief Commercial Officer: Sinead Mc Aleese
Marketing Director: Eimear Gorman
Marketing Manager: Máire Farrington
Director: Tomas Jonsgården
Production Company: Ponder
Executive Producer: Paul Hoimes
Producer: Magnus Akerstedt
Editor: Stephen O’Connell
Post-Production: Gabha
Post-Producer: Jess Felton
Grade: Outer Limits
Sound Engineer & Additional Composition: Will Farrell
Sound Studio: Blast
