Breyers Gelato Indulgences launched, this summer, its first advertising campaign in US, with national TV, print, digital, online and in-store components. The campaign ran under the tagline “Breyers Gelato Indulgences. It’s Way Beyond Ice Cream” and, on September 5th, it also added an additional bonus late night, the “Bedtime Video”, directed by Beth McCarthy-Miller.
Director Beth McCarthy-Miller, known for her work with “Modern Family”, makes her commercial directorial debut in the Breyers Gelato Indulgences campaign. In the “Bedtime Video”, a suburban couple breaks into a humorous song and dance as they rejoice in their time together after the kids go to bed, every parent can relate to finding that moment together once the kids are asleep.
Breyers is contemporizing its classic brand with a new product introduction—Gelato Indulgences. The tone of the campaign is fun and witty—moving the brand into a more modern space.
Breyers Gelato Indulgences (Unilever) worked with DDB for creative development, Golin for PR and Mindshare Worldwide for media planning and buying.
Credits for Unilever / Brand: Breyers Gelato Indulgences campaign
Creative Agency: DDB
ECD: Janet Guillet
AD: Janet Guillet
CW: Janet Guillet/Marcia Murray
Producer: Joanne Diglio
Director: Beth McCarthy-Miller
Comp: EUE Screengems
Editor: Chris Franklin/Big Sky
Music: Singling Serpent
Media Agency: Mindshare Worldwide
PR Agency: Golin