Goodby Silverstein & Partners has created a steamy and quite funny new campaign for CapriSun, traditionally a kid’s drink, that purposely leaves kids out of the messaging and aims at their parents with a steamy ad film.
Themed as a cheesy romance novel promo, directed by The Giraffe Sisters, the fun spot comes with all the adult-teasing clichés, in a parody that is wonderfully cringe-worthy while pitching that Capri Sun reduced sugar levels across its portfolio of brands by an average of 40 percent.
‘Your Kids Will Never Know’, stars “Juicio’ (portrayed by Eric Lutz), the protagonist, complete with long flowing hair, an open shirt, hairy chest, tight pants, and all the drapings.
Check it out:
Juicio additionally gets is part of a three-minute mini-book read by narrator Cissy Jones.
There is also a 15-second version of the spot:
Credits
Ad Agency: Goodby Silverstein & Partners
Client: Kraft Heinz Company
Title of Creative Work: Your Kids Will Never Know
Live Date: 8/15/22
Client
VP of North America Marketing & Head of The Kitchen: Jessica Vultaggio
VP of North America, Brand Communications: Nina Patel
Associate Director, Brand Communications: Samantha Mills
Brand Manager, Brand Communications: Erin Fitzgerald
Manager, U.S. PR & Media Relations, Kate Kitchell
Agency
Creative
Chief Creative Officer: Margaret Johnson
Creative Director: Tony O’Neill
Creative Director: Rony Castor
Art Director: Fabio Santoro
Copywriter: Pedro Furtado
Art Director: Angela Dai
Copywriter: Sam Carlson
Copywriter: Alexis Wilkinson
Designer: Tana Cieciora
Designer: Johann Vernizzi
Production
Director of Production: Jim Haight
Executive Producer: Stephanie DeNatale
Senior Producer: Lorraine Schreyer
Account Services
Managing Partner: Brian McPherson
Group Account Director: Becca Morris
Account Director: Callen Gustafson
Account Manager: Carmen Guan
Assistant Account Manager: Adrianne Medina
Brand and Communication Strategy
Partner, Head of Brand Strategy: Bonnie Wan
Partner, Head of Communication Strategy: Christine Chen
Deputy Director of Brand Strategy: Kelly Evans-Pfeifer
Communication Strategy Director: Drew Forrest
Brand Strategist: Kelly Kikuchi
Business Affairs
Director of Business Affairs: Judy Ybarra
Business Affairs Manager: Yelena Kompaneyets
Traffic
Broadcast Traffic Director: Ruchele Eisenman
Broadcast Traffic Manager: Rowena Cuejilo
Finance
Finance Operations Manager: Sean Hay
Client Accountant: Alan Chunlun Su
Production Company
GS&P FILMS RESIDENCE DIRECTORS PROGRAM
Executive Producer: JP Patterson
Directors: The Giraffe Sisters
Editorial, Mix, Sound Design and Music
E-LEVEL @ GS&P
Editor: Graham Willcox
Assistant Editor: Liz Norris
Editor: David Becker
Assistant Editor: Steven Castro
Post Producer: Sumita Rattu
Motion Artist: Mike Landry
Motion Artist: Nick Bizzack
Motion Artist: Chad Ford
Audio Engineer/Composer: David Michel-Ruddy
Audio Engineer/Composer: Nic Dematteo
Media Agency
Starcom
Media Client Support
Director: Alyssa Kelly
Associate Director: Maddie Franke
Supervisor: Jennie Hubbard
Senior Associate: Diana DeLeon
