Silk: advert-body-3 by Fallon Minneapolis
- Location:
Silk, a top plant-based beverage brand, launched 'Progress is Perfection,' a new ad, created by Fallon Minneapolis. It stars Olympic gold medalist and world champion Michael Phelps in an unusual way – as the foil for 'Greg,' a hardworking everyman who drinks Silk and swims laps a few mornings every week.
To be clear, he has no interest in attaining a Phelps-esque level of perfection. Rather than Phelps, Greg is presented as the ideal while Silk highlights that progress, in and of itself, is perfection.
This spot is the first of several which will each showcase different types of progress happening in our day-to-day lives but for which we may not give ourselves enough credit.
The campaign, which reinforces Silk’s designation as the official Almond milk of US Figure Skating, will be supported by broadcast, digital, social and print.
Credits
Jeff Kling - Chief Creative Officer - Fallon
Rick Utzinger - Creative Director - Fallon
Simon Roseblade - Senior Copywriter - Fallon
Jay Morrison - Senior Art Director - Fallon
Pat Sidoti - Head of Production - Fallon
Erin Kirby - Integrated Producer - Fallon
Brendan Lawrence - Head of Business Affairs - Fallon
Matt Benka - Director of Account Service & Digital - Fallon
Jordan Hoffarber - Business Lead - Fallon
Natalie Harrison - Account Supervisor - Fallon
Julia Frayne - Account Manager - Fallon
Chad Koehnen - Group Planning Director - Fallon
Stacy Wall - Director -Imperial Woodpecker
Mihai Malaimare Jr. - Director of Photography - Imperial Woodpecker
Anita Wetterstedt - Producer - Imperial Woodpecker
Charlie Cocuzza - Executive Producer - Imperial Woodpecker
Doug Halbert -- Managing Partner, EP - Imperial Woodpecker
Will Hasell - Editor
Rebecca Jameson - Senior Producer - Arcade
Tessa Malsam - Assistant Editor - Arcade
Damian Stevens - Managing Partner - Arcade
Crissy DeSimone - Executive Producer - Arcade
Kirsten Thon-Webb - Head of Production - Arcade
Mark Gethin - Colorist - MPC
Rebecca Boorsma - Color Producer - MPC
Jonah Hall & Kevin Lau - Creative Directors, Partners - Timber
Sabrina Elizondo - Executive Producer - Timber
Chris Homel - Flame Artist - Timber
Brandon Harden, Brack Hightchew - Flame Assist - Timber
James L Reid - Producer - Timber
Jon Lorenz - Senior Art Director - Timber
Zach Carnes - 2D Artist - Timber
Jeff Payne & Ben Freer - Mix / Sound Design - Eleven Sound
Andrew Smith - Assistant Mixer - Eleven Sound
Melissa Elston - Executive Producer - Eleven Sound
Maddee Bonniot - Producer - Eleven Sound
