Apple sauce maker Musselman’s largest-ever digital campaign, and its first brand advertising in the last five years, is a series of 'homemade' social videos, apparently by the elderly 'Helen from Westerville, Ohio'.
In five accusatory, 60-second and 30-second 'social videos', ostensibly filmed and directed by her grandson Bobby, Helen finds not a whit of difference between her own homemade apple sauce and Musselman’s, thus “proving” that Musselman’s stole her recipe. The videos look homemade. From an ad creative point of view, the unprofessional-looking format lets Musselman’s make its claims in a way that is both contemporary and speaks to the old time homemade benefit. It also lets their claims come from someone other than Musselman's, someone, even, who is anti-Musselman's.
Executive creative director: Rob Schapiro
Assistant creative directors: Kevin Corfield, Derek Julin, Maria Bowers
Strategy director: Rose Lied
Group account director: Kristen Cook
Senior account manager: Allison Ferraro
Agency production: Fixer Partners, New York
Agency producers: Brad Powell, John Noble
Production/editorial company: Madison & Vine, Los Angeles
Directors: Docter Twins, Matt and Jason
Director of photography: Christophe Lanzberg
Executive producers: James Shani, Richard Robinson
Line producer: Clint Caluory
Production. Sup.: Craig Sherwood
Editor: Jarod Shannon