Kraft: advert-body-2 by Leo Burnett Chicago
- Location:
Kraft wants all the stressed out, exhausted parents out there to know that their kids think they’re doing a great job.
At least that’s the premise of its newly launched #FamilyGreatly campaign, which encourages parents to stop putting so much pressure on themselves to be perfect. The campaign’s message is based off of a survey of more than 1,000 parents and 1,000 children that found that eight out of ten parents feel pressure to be perfect, even though four out of five kids would rather have a “great” parent than a perfect one.
The crux of the campaign is a video that features real parents discussing the impossible standards they set for themselves when it comes to parenting. The ad opens with a mother admitting that she strives to be a perfect parent even though she knows no such thing exists. Later in the spot, another mom tearfully says that she always feels like her son deserves more than she can give him.
However, the testimonials from their children that follow tell a different story, as many of the kids talk about how great they think their parents are, with one young boy even eloquently describing his mother as having a “pure heart.”
Credits
Chief Creative Officer: Britt Nolan
VP Creative Director: Sarah Block
Creative Director: Brandan Jenkins
SVP Account Director: Kristina Lenz
Account Director: Abby Allsop
Account Supervisor: Madeline Schnur
Assistant Account Executive: Blair Cooley
Senior Project Manager: Stephanie Treppler
SVP Strategy Director: Pushpa Gopalan
Strategy Director: Lisa Sobillo SVP, Director of Production: Veronica Puc
VP, Executive Producer: Tom Keramidas
Senior Producer: Adine Becker
Production Manager: Anne Carbo
Talent Manager: Robyn Schwartz
Senior Music Producer: Alec Stern
Senior Music Producer: Jocelyn Brown
PRODUCTION
Director: David Terry Fine
Production Company: Little Moving Pictures
Executive Producer: Jeremy Summer
Producer: Kimi Milo
EDITORIAL / POST PRODUCTION
Editor (The Colonie): Bob Ackerman
Assistant Editor (The Colonie): Graham Chapman
Finish/VFX (The Colonie): Tom Dernulc
Finish/VFX Assistant (The Colonie): Ben Pokorny
Colourist (The Mill): Luke Morrison
Colour Assistant (The Mill): Lindsey Mazur
Colour Executive Producer (The Mill): Laurie Adrianopoli
Colour Producer (The Mill): Dan Butler
AUDIO
Mixer: John Binder - Mixer
Assistant Audio Engineer, Josh Hunnicutt
Executive Producer: Tim Konn
Producer: Louise Rider
Media: Starcom
Public Relations: Olson Engage
