The Drum Awards for Agency Business 2022

Live in -h -min -sec

Date: Jan 2019
Your Vote
Overall Rating
Opps, please vote again
292 votes

Hidden Valley Ranch’s new campaign, 'You Either Love It or You Really Love It,' is a shift for the brand as it celebrates the love consumers have for their original ranch flavor.

The integrated campaign, which launches with two TV spots, 'Airport' and 'Shirt,' created by Mcgarrybowen, produced by RSA Films, and directed and narrated by Zach Braff (Scrubs, Garden State), features the passion Hidden Valley Ranch super fans have for the delicious condiment, dip, and seasoning.

In addition to the TV spots, Hidden Valley Ranch will be celebrating the joy of ranch with their fans throughout the year. Expect to see Hidden Valley Ranch embracing and engaging with consumers every day with programs like Ranchology Rewards and on special occasions like #nationalpizzaday and, of course, on a day that for Hidden Valley Ranch is larger than life, National Ranch Day. The campaign pays homage to the super fan and underscores the surprising, saucy, and unapologetic nature of Hidden Valley Ranch.

These super fans will be surprised to see their beloved HVR brand with a “starring role” in the Jan. 24 episode of ABC’s A Million Little Things. The hit ABC show will feature Hidden Valley Ranch as part of the storyline, when character Rome Howard (Romany Malco) is shown pitching the Hidden Valley Ranch ad concept to a group of clients in a conference room.

Braff, also a confessed super fan of the brand, wanted to direct this campaign for its irreverent humor. He had so much fun, he wanted to narrate the tag as well. His HVR passion is apparent when he is seen wearing a Ranch sweatshirt in this Instagram post.


Client: Clorox, Hidden Valley Ranch

VP/General Manager: Jon Schlesinger

Marketing Director: Jacquie Klein

Associate Marketing Director: Kristin Fleming

Associate Marketing Manager: Camila Vigdor

Associate Marketing Manager: Ashley Miles

Associate Director, Brand Engagement: Vicki Haber

Associate Director, Brand Engagement Channel Lead: Sandra Eymann

Advertising Manager, Talent & Rights Management: Tricie Evans

Agency: swirl mcgarrybowen (SF) and mcgarrybowen Chicago

Swirl mcgarrybowen CEO: John Berg

U.S Chief Creative Officer: Ned Crowley

Chief Creative Officer: Kurt Fries

Creative Director/Copywriter: Scott Balows

Creative Director/Art Director: Anne Pazen

Art Director: Devin Hilgenkamp

Senior Copywriter: Matt Wink

Group Managing Director: Alaina Lovera

Account Director: Genevieve Gray

Account Supervisor: Nancy Casales-Silva

Account Executive: Sydney Paine

Global Chief Strategy Officer: Jen Zimmerman

Executive Strategy Director: Kate Walters

Strategy Director: Virginia Lu

Senior Strategist: Lee Boshes

Director of Content Production: Steve Ross

Producer: Alex Frenkel

Director Content Business Affairs: Joann Baker

Production Business Manager: Jillian Wisniewski

Executive Music Director: Jarrett Mason

Production Company: RSA Films

Director: Zach Braff

Head of Production: Elicia Laport

Executive Producer: Chris Karabas

Producer: Morna Ciraki

Production Supervisor: Carmen Quiros

West Coast Sales: Jonathan Wright

Editorial: Cutters

Producer: Heather Richardson

Editor: Grant Gustavson

VFX: Feral VFX

Owner/Creative: Jon Gallo

Media Agency: OMD

Digital Agency: AKQA