If we want to illustrate “copious”, then the lumberjack / forest environment is certainly a way to go. For pancake maker Kodiak Cakes, a big bear and a lot of beards in the Harmon Brothers’ the short film for the brand landed right on target.
The Utah-based social media advertising agency previously brought us the infamous Squatty Potty Campaign and the recent “Gold shit” contest. This time the Harmon Brothers worked with a very real 1,300-pound grizzly bear, all to make a short film about pancake health for the whole family.
Lumberjack family problems
The two-minute plus film focuses on a family of loggers, dressed in flannel and all sporting thick beards at one point, 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 encounters a problem that all parents can relate to: children are too picky. As the mom threatens to let Fluffy feed the kids’ scrambled eggs, she comes up with a better solution: protein-rich Kodiak cakes made with whole-grain, non-GMO ingredients.
A clever mix of reality and CGI
The “Simplify Your Life” campaign for the family food business, also from Utah, highlights the idea that healthy eating doesn’t have to be a chore. The ad makes this point by suggesting that healthy foods can really taste great, even for the fussy eater.
Like other work by Harmon Brothers, you have to be careful – and probably revisit the film for some of the fast-paced lightness the agency is known for. The bear in the ad is very real, but the view gags with the towering creature is cleverly CGI. Thankfully, the kids aren’t exactly fluffy, bringing the mother the morning paper, or doing log presses with the son, and he doesn’t really roar at the breakfast table.
“We’ve done some amazing things in our careers, but renting a zoo and working with a 1300 pound Grizzly was on a whole new level. It was an extremely difficult ad to create, but we believed in the creative vision and knew the ultimate product would be memorable, remarkable and effective, ”said Daniel Harmon, Creative Director at Harmon Brothers.
The campaign will be broadcast on social media, including the Kodiak Cakes Instagram page.
Agency: Harmon Brothers
Creative Director: Daniel Harmon
Agency general manager: Benton Crane
Account Manager: Kurt Horn
Creative Director and Director: Shane Rickard
2nd Creative Director: Josh Stofferahn
Producer: Josh Stofferahn
Writers: Kellen Erskine, Shawn Zumbrunnen, Natalie Madsen, Mary Mack
1st AD: Sohrab Mirmont
2nd AD: Matt Tucker
Mother of Wood: Savanah Smith
Daddy of the Woods: Kurt Maloney
Son of the Woods: Thomas Cummins
Girl in the woods: Scarlett Hazen
Grandmother of Wood: Mary Mack
Fluffy the Bear: Bart the Bear
Director of Photography: Tyler Stevens
1st CA: Paul Green
Gaffer: Phil Shepherd
Key grip: Kevin Woodward
Best Girl Handful: Julia Shepherd
Best Electric Boy: Henry Flury
On set sound: Jared Jaynes
Sound mixer: Brenden Bytheway
Location Manager: Adam Bohl
Production designer: Kristen Swensen Decorator: Marie Simonson
Leader: Scott Swensen
Decorator: Nelson Bruggeman Catering & Crafty: Richard Taylor
Public Security 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
Associate Marketing Director: Boman Farrer
Digital Media Designer: Sam Featherstone