Dr Pepper: advert-body-2 by Onion Labs
- Location:
The Onion might be more known for its satirical headlines and humorous stories, but the Onion Labs side of the business – its in-house content agency – knows how to put together a snappy branded music video too, as it just did for Diet Dr Pepper.
The video and song, the super catchy ‘Crack That Pepper’ is about rewarding yourself for accomplishing everyday mundane tasks, because you deserve it. In the video, we see the protagonist, 23 Skinny, saying that he’s all about “getting things done…and when you get things done, you celebrate.” He then goes on to show how he checked an item off his chore list, called his mom and celebrated his job well done with a Diet Dr Pepper. The rest of the video, which also includes the aptly named Lil Pep as a sidekick, repeats the phrase “Crack that Pepper, crack that Diet Dr Pepper” over a fresh beat so the humor of the mundane tasks – like cleaning the floor and baking bread – is highlighted by the infectious music.
Eric Munn, a senior copywriter for Onion Labs and the creator of the concept, worked with Abe Zverow, video creative director, and Rashid Lamarre, director of post production, on creating the song.
Credits
Agency: Onion Labs
Media Agency: Initiative
Director of Production: MaryBeth Searls
Creative Director: Eric Flinn
Writer: Eric Munn
Song Performed and Produced by: Abe Zverow and Rashid Lamarre
Account Manger: Kristen Tallon
VP of Accounts: Julie Scott
Line Producer: Mike Fox
Post Director: Rick Livingston
Supervising Producer: Derek Tekus
Casting Director: Stephanie Potakis
Producer: Rob Mor
Coordinator: Dom Del Carmine
Director: Abe Zverow
Co-Director / Director of MGFX & VFX: Sara Jean Potts
Music Director / Supervising Post Producer: Rashid Lamarre
1st AD: Kelsie Hardison
Set PA: Armani Barron
Set PA / Playback: Danny Farber
Swing: Matt Rauner
MGFX: Julie Mullins
Director of Photography: Dan Izui
B Cam Op: George Zwierzynski
1st AC: John Sedivy
DIT: Andrew Nienchick