http://youtu.be/F7toSIJBjBs
BRW USA, Los Angeles director Eli Sverdlov makes umbrellas sing in the cheerfully polychromatic new :60/:30 “Umbrellas” for Yoplait out of Saatchi & Saatchi New York. The spot features one woman’s yogurt-inspired daydream along with hundreds of artfully choreographed umbrellas—500 Days of Summer meets Singin’ In the Rain.
“Umbrellas” opens on the woman enjoying a cup of strawberry Yoplait while sitting in an outdoor café. It begins to rain, prompting the woman to jump out into a plaza where she’s joined by countless others dancing and twirling colorful umbrellas. From an overhead view, we see the umbrellas meticulously choreographed into hearts, cogs moving a string of umbrellas, giant balls and finally the sun. The real sun comes out, prompting the woman and her dance mates to release the umbrellas as they float upward like balloons. The woman’s red umbrella turns into the shape of a Yoplait cup, followed by the Yoplait log and tag, “It is so good!”
The campaign also includes :30s “Drumroll” and “Mmmm.”
About BRW USA
BRW USA is a creative content and commercial production company in Los Angeles, California. The West-Coast based shop boosts a roster of A-List international and domestic directors and offers integrated creative solutions for agencies, brands and the entertainment industry. Along with award winning sister companies, Independent in London and BRW FILMLAND Milano, BRW USA has a reach that extends to Europe as well as strategic production centers across the globe. Founding Partners/Executive Producers Gianfilippo Pedrotti and Michele Nocchi and Managing Director/Executive Producer Jodi Kemper can be contacted through www.brwusa.com
Credits:
Client: General Mills
Product: Yoplait
President, Yoplait: Becky O’Grady
Business Unit Director: Steve Young
Associate Marketing Director: Laura Eisen
Associate Marketing Manager: Tim Murphy
Associate Marketing Manager: Elizabeth Green
Manager, Advertising Production: Muffie Taggett
Associate Manager, Advertising Production: Clint Allen
Title: “Umbrellas” :60/:30
Airdate: Currently Airing
Agency: Saatchi & Saatchi New York
SVP, Creative Director: Daniel Mailliard
Art Director: Katie Kuni
Copywriter: Kyle Cavanaugh
Senior Agency Producer: Nicole Gabrielle
VP, Director of Business Affairs: Linda Bennett
Business Manager: Christina Mattson
SVP, Group Account Director: Wylie Kain
VP, Account Director: Danielle Robinson
Account Supervisor: Jaclyn Krongold
Junior Strategic Planner: Erin Prediger
Production Company: BRW USA, LA
Director: Eli Sverdlov
Executive Producer/Managing Director: Jodi Kemper
Executive Producer: Gianfilippo Pedrotti
Producer: Carr Donald
Production Services: Mendips Production
Executive Producer: Mario Reinach
Line Producer: Roberta Brambilla
Editorial: Cosmo Street, Santa Monica, CA
Editorial Executive Producer: Yvette Cobarrubias-Sears
Editorial Producer: Esther Gonzalez
Editor: KATZ
VFX/Finishing: MassMarket, Bicoastal
VFX Executive Producer: Nancy Nina Hwang
VFX Producer: Marcus Landsdell
VFX Supervisor: Fabien Coupez
Animation: Sibling Rivalry Studio, New York
Animation EP: Maggie Meade
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