The Aussies at Leo Burnett New York creates yoghurt brand Chobani’s first Olympics spot
US Yogurt brand Chobani, a first-time sponsor of the United States Olympic and Paralympic Committee and Team USA, premiered its first 60-second national television spot during the London 2012 Olympic Games Opening Ceremony.
Created by Leo Burnett New York, Chobani’s Olympic marketing campaign “Proudly With You”, is a fully integrated effort focused on capturing the community’s pride in their contribution to the yogurt brand’s Olympic moment.
The TV narrative shows the people of the Chobani community coming together to build a giant outdoor screen to watch the Olympics. It is the epitome of the American spirit, “if you dream it, you can achieve it”. Directed by Friday Night Lights’ Peter Berg, the spots feature the real people who came together to make Chobani the company that it is today: the farmers, truckers, plant workers and local community.
Leo Burnett NY’s executive creative directors are Aussie expats Michael Canning and Kieran Antill, both ex Leo Burnett Sydney, while chief creative officer. US born Jay Benjamin, was the former joint ECD of Leo Burnett Sydney.
9 Comments
Average at best.
omg. i kept waiting for a really funny twist but amzingly this isnt a parody.. just a shite american cliche. how embarrassing boys.
It’s American heartland advertising for an American heartland audience. Well done.
welcome to america,
this is shite, but at least it’s well-produced shite.
turn on your television and look at the aussie olympic ads.
Nearly 2 years since they moved to NY and this is what they make.
I just puked in my corn flakes. How can you sit through that VO session without shitting your pants at the sheer corniness. Even quality creatives like Canning have to make shit from time to time, but why trumpet it on the CB blog as though you’ve just nailed a superbowl spot?
I suspect they just want to come home. No other justification for this PR.
They still managed a Gold and Bronze this year at Cannes for the NY Writes Itself thing. So probably not crying themselves to sleep just yet.
turgid, lame and corny.