Mary and Joseph have been updated for the reality television era in a new spot for first-time advertiser Home Paternity.
The nearly four-minute spot reimagines how the Immaculate Conception story would play out on a daytime talk show and finds the holy couple on a fake show – a la Maury Povich – called ‘Who’s Your Daddy?’ On the show, the Virgin Mary appears to discuss the dubious details of her child’s paternity. Joseph of Nazareth is there to tell his side of the story, and in an interesting twist, he backs up Mary’s claim of divine conception.
“I had a dream in which a very pretty man told me I’m not the father,” Joseph says, referring to the Angel Gabriel. The boisterous audience responds skeptically by chanting, “Chump! Chump! Chump!” Amidst the chaos, the host announces that Home Paternity will determine whether or not God is the baby daddy.
The spot sticks to the story and even has a smart commercial within the commercial, with an actual ad for Home Paternity and how it works weaved in.
Client: Home Paternity
Campaign Title: Who's Your Daddy?
Chief Creative Director: David Littlejohn
Chief Strategist: Andrew Clark
Senior Integrated Producer: Tommy Wilson
Director of Content: Dan Jacobs
Account Supervisor: Michelle Sturgis
Creative Director: Andy Pearson, Liza Behles
Copywriter: Dan Jacobs, David Littlejohn
Design Director: Stephanie Gelabert
Designers: Carrie Warren, Coleson Amon
Production Company: Humanaut Productions
Director: Dan Jacobs
Director of Photography: Sean Webley
Producer: Tommy Wilson
Associate Producer: Caroline Jewell
Art Director: Amelia Jacobs
Art Dept.: Spinster Solutions
Editing: Sean Webley
Visual Effects & Compositing: Bethany Maxfield
Visual Effects & Compositing: Wendell Uren
Final Color: Sean Webley
Final Mix: Tommy Wilson
Media Strategy: RedWood