‘Adulting Sucks’ Says Gorgeously Animated New Campaign Film from Heinz

The musically-driven spot takes adults back down memory lane to classic animated movies they grew up with.




Wieden + Kennedy New York


A gorgeously animated campaign film from Heinz via Wieden+Kennedy and Titmouse highlights the point that “adulting sucks” but eventually, we all have to do it. From long work days to being careful about what you eat, being an adult comes with its share of responsibilities. In other words, as the one-minute spot puts it “This is not what I dreamed about when I was a kid.”

All of this is part of the brand’s pitch for Heinz No Sugar Added Ketchup – with a nice play on “NSA”, no strings attached.

The musically-driven spot takes adults back down memory lane to classic animated movies they grew up, with ala Disney, using iconic tropes that portrayed what ‘adulthood’ would be like, contrasted with how it actually turned out. More broccoli, please.


Check it out – though the film currently has no thumbnail it actually does play. ūüôā





Agency: W+K New York

Executive Creative Director: Karl Lieberman

Creative Directors: Christine Santora, Will Binder

Copywriter: Katie Johnston

Art Director: Helen Torney

Head Of Integrated Production: Nick Setounski

Executive Producer: Sam Kilbreth

Producers: Ariana Ekonomou, Christopher Gonzalez

Post Producers: Ashley Mehall, Renee Haarl

Management Supervisor: Carina Polini

Account Supervisor: Miriam Charry

Assistant Account Executive: Emily Rivera

Project Manager: Danielle Hillman

Director Of Business Affairs: Anna Beth Nagel

Business Affairs: Andrea Fagan

Traffic: Sonia Bisono


Mix Company: Walker

Managing Director: Sara Matarazzo

Senior Ep: Stephanie Pigott

Senior Producer: Danielle Soury

Sound Designer: Chris Nungary


English Solo Singer: Jill Lamoureux

English Group Singers: Adam Podd, Candace Helfand, Danielle Soury

Spanish Solo Singer: Noel Calcaterra

Spanish Group Singers: Carolina Ayala, Francisco Ruiz, Susana Ballesteros


Translation Company: Interecho

Account Executive: Nida Kanjanawijit

Executive: Brennan Wise


Animation House: Titmouse

Executive Producers: Chris Prynoski, Shannon Prynoski, Ben Kalina

Production Manager: Jacquelyn Araujo

Creative Directors: Alexei Bochenek, Simón Wilches-Castro

Director: David Vandervoort

Art Director: Antonio Canobbio

Line Producer: Brendan O’connor

Storyboard Artist: Adam Ford

Character Designers: Alessandro Toccacelli, Brittany Wehling

Background Designers: Mira Prajapati, Krstina Mastilovic, Aimee Hawley

Background Painters: Kaitlyn Chen, Karlen Tam

Animators: Richard Plata, Rapeepat Jewanarom, Tugrul Tiryaki, Mireia Lopez Ivern, Yutong Zhang, Maelene Naftzger, Slaven Reese, Simone Cirillo

Assistant Animators: Carl Aspuria, Michael Nahem, Carlos Sanchez, Sara Valerie Verallo,Jefferson Melo, Mila Queiroz, Cameron Mcmanus, Breayanne Levesque-Davey, Holly Jay Quaiatto, Liz Sudric, Shinyeong Park

Effects Animators: Van David Tismo, Nicole Storck

Compositors: Amanda Lamarco, Aaron Smith

Animatic Editor: Marco Vera

Editor: Pete Leininger

Key Visual Production

Key Visual Production / Adulting Gif Shoot:

Photographer: Kristin Gladney

Photo Assistant: Lance Charles

Digitech: Mike Grenacki

Prop Stylist: Julia Rose

Prop Stylist Assistant: Ryann Snook

Food Stylist: Jamie Kimm

Food Stylist Assistant: Anna Edqwist

Retouching: 150proof & Co.

The Staff

The Staff

Gettin' it done, when the done needs gettin'.

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