Advertised brand: Musselman’s Apple Sauce
Advert title(s): “American Grown” :30
Headline and copy text: Grandma: “Me again! Well, isn’t this a co-inkydink? Says here, Musselman’s uses 100% American-grown apples. Where’d they get that idea?...” Closing VO: “Musselman’s Apple Sauce. You’ll think it’s homemade, too.”
Advertising Agency: Brunner, Pittsburgh, U.S.A.
Agency website: http://brunnerworks.com
Additional credits:
Executive Creative Director: Rob Schapiro
Associate Creative Directors: Kevin Corfield, Derek Julin, Maria Bowers
Strategy Director: Rose Lied
Group Account Director: Kristen Cook
Senior Account Manager.: Allison Ferraro
Agency Production.: Fixer Partners, New York
Agency Producers: Brad Powell, John Noble
Production/Editorial Co.: Madison & Vine, Los Angeles
Directors: Docter Twins, Matt and Jason
DP: Christophe Lanzberg
Executive Producers: James Shani, Richard Robinson
Line Producer: Clint Caluory
Production Supervisor: Craig Sherwood
Editor: Jarod Shannon
Published: October, 2017
Short rationale:
In apple sauce maker Musselman’s largest-ever digital campaign, a series of “homemade” social videos, apparently by the elderly “Helen from Westerville, Ohio,” accuses the company of stealing her recipe. The video-within-a-video format lets someone other than Musselman’s–someone who is anti-Musselman’s—push the brand’s “homemade” message.