Frooti, India’s best-selling mango drink, introduces a new commercial created by collaborators SpecialGuest and Sagmeister & Walsh. Leading Frooti’s rebrand campaign, Sagmeister & Walsh tapped agency SpecialGuest to helm the stop-motion TV commercial portion of the campaign that will also include experiential, out of home, logo development, new packaging, a new website, print and social materials.
SpecialGuest’s eye-catching, animated :50, “Power of Song,” was orchestrated by Executive Creative Director Aaron Duffy along with Sagmeister & Walsh Partner, Jessica Walsh. 1stAveMachine produced the spot and Fieldtrip Director Marc Reisbig and Stoopid Buddy Stoodios brought the stop motion to life. Set to bright, up-tempo original music by Amit Trivedi, the spot features an animated miniature of Bollywood superstar and long-time Frooti spokesman Shah Rukh Khan. In a surreal scenario, a handful of ambitious, miniature people discover a colossal mango and make comical failed attempts to transform it into a drink. Then, Shah Rukh Khan appears and lends his voice, uniting the group in song to lift and liquify the massive mango, creating a towering Frooti bottle. The piece is deftly executed, especially for its audience in India where stop-motion advertising is not commonly seen.
“I loved working in strategic and creative partnership with Frooti CMO Nadia Chauhan and Jessica Walsh at Sagmeister & Walsh, making an absurdly ear and eye-catching little film, and most of all having fun while creating something effective,” noted Duffy.
“Power of Song” follows a string of impressive creative projects from SpecialGuest. The agency recently delivered brand and commercial projects for Facebook, Qualcomm, TSMC, SquareSpace, and Google, and an MTV VMA-winning music video for OK Go’s “The Writing’s on the Wall.”
Downloads:
Credits:
Creative Agency: Sagmeister & Walsh
ECD / Partner: Jessica Walsh
ECD / Partner: Stefan Sagmeister
Creative Agency: SpecialGuest
Co-Founder/ECD: Aaron Duffy
Business Director: Ashley McGee
Creative Director/Copywriter: Jonathan Emmerling
Creative Development: Edward Choi and Chloe Corner
Production Company: 1stAveMachine
Director: Marc Reisbig (Fieldtrip)
EP/Partner: Sam Penfield
EP: Melinda Nugent
EP: Garrett Braren
Producer: Leanne Amos
Head of Production: Lisanne McDonald
Associate Producer: Christina Jang
VFX Director: John Loughlin
Editor: Jonathan Vitagliano
Compositor: Chris Russo
Colorist: Seth Ricart/Ricart and Co.
Music / SFX
Music Composer and Supervisor: Amit Trivedi
Animation / Post-Production / Online: Stoopid Buddy Stoodios
Executive Producer: John Harvatine IV
Executive Producer: Eric Towner
Executive Producer: Matt Senreich
Executive Producer: Seth Green
Supervising Producer: Janet Dimon
Producer: David Brooks
Line Producer: Barb Cimity
Production Manager: Mario De Jesus
Director of Photography: Helder Sun
Animation Director: Harry Chaskin
Animator: Matt Manning
Animator: Alfonso Estrada
Director of Character Fabrication: Tennessee Norton
Character Fabricator: Tommy Keiser
Editor: Jenny McKibben
VFX Lead: Jack Hamilton
About SpecialGuest:
SpecialGuest was founded by ECD Aaron Duffy. Based in Brooklyn, SpecialGuest is a creative company of artists and strategists working directly with clients who love the creative process, from concept to creation across all media.