Casanova Pendrill launches new online campaign for General Mills’ FUN da-middles.

Casanova Pendrill launched an online campaign for FUN da-middles, a new cupcake mix with creamy filling inside.

The three videos target moms and are on air through reach media units on different sites (General Market and Hispanic).

The spots were shot in Argentina by Nelson Clerici from Parana Films/Gazz and show superficial cupcakes being confronted by FUN da middles, who teaches them that it’s what’s inside that matters, referencing to his filling.

“We wanted to talk to modern moms in a different way as they enjoy absurd and over the top humor” said Fernando Poblete, Creative Director, Casanova Pendrill. “In terms of look and feel, the idea was to move away from what’s known in the category, that’s why we chose to produce the spots using the Stop Motion animation technique” added Poblete.

The shoot took five days but the more demanding process was the preproduction. Building scale models and creating all the characters kept the production company busy for an entire month. “Once we selected the AVO talent, we designed every cupcake with his or her voice in mind. It was a true challenge for the art department; an experienced pastry chef worked hand in hand with the art directors” said Mr. Poblete.

The online campaign, that also includes flash banners, will run nationally on websites targeting millennial moms.

CREDITS

Client: General Mills
Product: FUN da-middles
Agency: Casanova Pendrill
Chief Creative Officer: Elias Weinstock
Creative Director: Fernando Poblete
Copywriter: Fernando Poblete
Art Director: Andrés Munera
Producer: Gilda Zevallos