US Creative Work of the Week: Hidden Valley Ranch chuggers really love their dressing
The thought of having to slam some ranch dressing rather than waste it apparently appealed to The Drum’s readers, as they voted Hidden Valley Ranch’s 'You Either Love It or You Really Love It' spot as the US Creative Work of the Week.
Taking a page from an Eric Andre Show sketch, Hidden Valley Ranch’s campaign is a shift for the brand as it celebrates the love consumers have for their original ranch flavor.
The integrated campaign, 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 condiment.
In ‘Airport’ a woman tries to get a bottle of ranch through security, but it’s over the ounce limit. Instead of parting with it, she chugs the bottle of dressing. In ‘Shirt’ a man drips ranch on his shirt, so a woman next to him sees this and uses a chip to scoop up the dripping dip. Another ad finds a guy drinking straight from the bottle through a straw.
Hidden Valley Ranch also became part of the ABC show, A Million Little Things, 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.
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