If you want to illustrate “heartily”, then the woodcutter / forest environment is certainly a way to go. For the pancake mix manufacturer Kodiak Cakes, a big bear and many beards end up in the short film by the Harmon Brothers for the brand.
The Utah-based social media ad agency previously brought us the infamous Squatty Potty campaign and the recent Poop to Gold giveaway. This time around, the Harmon Brothers worked with a very real 1,300 pound grizzly bear to make a short film about how healthy the pancakes are for the whole family.
Problems with the lumberjack family
The two-minute long film focuses on a family of lumberjacks clad in flannel, all of whom at one point have thick beards, including the children. They share their log cabin and the surrounding woods with Fluffy, a giant grizzly.
The spot begins with the mother trying to feed her reluctant children a normal breakfast. But she runs into a problem that all parents can identify with: the children are too picky. When the mother threatens Fluffy to feed the children’s scrambled eggs, she finds a better solution: protein-rich Kodiak cake, made from whole grains and non-genetically modified ingredients.
A clever mix of reality and CGI
The “Simplify Your Life” campaign for the family-run food company, also from Utah, underscores the idea that healthy eating does not have to be a chore. The ad gets right to the point by suggesting that healthy food can taste really good even for the most picky of eaters.
As with other Harmon Brothers work, you have to be careful – and likely watch the film again to get some of the speed the agency is known for. The bear in the ad is very real, but the gags with the giant creature are cleverly CGI. Fortunately, the kids are not really fluffy, bring their mother the morning paper or make logs with the son, and he doesn’t really yell at the breakfast table.
“We’ve done some incredible things in our careers, but renting a zoo and working with a 1,300-pound grizzly was on a whole new level. It was hugely difficult to create this ad, but we believed in the creative vision and knew that the ultimate product would be memorable, remarkable and effective, ”said Daniel Harmon, chief creative officer at Harmon Brothers.
The campaign runs on social channels, including the Kodiak Cakes Instagram page.
Agency: Harmon Brothers
Chief Creative Officer: Daniel Harmon
Agency manager: Benton Crane
Accounting officer: Kurt Horn
Creative Director & Director: Shane Rickard
2. Creative Director: Josh Stofferahn
Producer: Josh Stofferahn
Authors: Kellen Erskine, Shawn Zumbrunnen, Natalie Madsen, Mary Mack
1st AD: Sohrab Mirmont
2nd AD: Matt Tucker
Lumber Mom: Savanah Smith
Lumber Dad: Kurt Maloney
Holzsohn: Thomas Cummins
Wood daughter: Scarlett Hazen
Wood Grandma: Mary Mack
Fluffy the Bear: Beard the Bear
Cinematographer: Tyler Stevens
1st AC: Paul Green
Gaffer: Phil Shepherd
Key Handle: Kevin Woodward
Best girl grip: Julia Shepherd
Best Boy Electric: Henry Flury
Sound on set: Jared Jaynes
Sound Mixer: Brenden Bytheway
Location manager: Adam Bohl
Production Designer: Kristen Swensen Decorator: Marie Simonson
Leading actor: Scott Swensen
Set Designer: Nelson Bruggeman Catering & Crafty: Richard Taylor
Public Safety Advisor: Gabriela Mostacero Editor: Kaitlin Snow
Visual Effects Supervisor: Tyler Stevens Digital Effects: Tyler Stevens, Bryson Alley Graphic Design: Mike Henderson
Account Manager: Emily McLean
Behind the scenes: Keith Grover
Client: Kodiak Cakes
Creative Director: Brett Miller
Marketing Associate Director: Boman Farrer
Digital Media Designer: Sam Featherstone