Advertiser: KRAFT
Agency: TAXI NEW YORK
Category: Non-Alcoholic Drinks
Planner: Ashley Connors
Editing Company: Cutting Room Films
Copywriter: Darren Clarke
Chief Creative Officer: Frazer Jellyman
Producer: Aaron Royer
Account Manager: Kristal Herr
Post Production: Light Of Day
Director: Martin Granger
Editor: Mike Douglas
Creative Director: Michael Pierantozzi
Executive Creative Director: Michael Pierantozzi
Art Director: Stephen Leps
Creative Director: Stephen Leps
Executive Creative Director: Stephen Leps
Planner: Frank Sanni
Account Supervisor: Cristina Costantino
Sound Design/Arrangement: Human
Agency Producer: Joyce Lee
Animation: Light Of Day
Director Of Photography: Matthew Libatique
Copywriter: Michael Pierantozzi
Brief Explanation
MiO, a flavor enhancer for your water, launched a new sports drink line extension called MiO fit. The spot set out to go against the grain of typical sports drink advertising by using a very unconventional sports spokesperson who proclaims that change is what makes America great and goes on to highlight other interesting changes America has made in a humorous way. Then, introduces us to Mio Fit, a revolutionary change in the sports drink category that allows users to create their own sports drink.