Blue Diamond Growers’ Almond Breeze
is mocking Hollywood and its agents in
a new spot starring the Jonas Brothers.
The largest spot, just under three minutes, is from
creative AOR McKinney and production partner CYLNDR Studios. There are also 6, 15- and 30-second iterations running across OTT, OLV and social.
The creative posits various iffy ad
concepts — from battling intergalactic milk monsters to perfume ad heartthrobs. After rejecting various AI scenarios, the trio lands on the most authentic one: Just telling viewers “It's
really good.”
“Right now, everyone’s racing to use AI, and a lot of what’s landing feels interchangeable. We wanted to go the opposite direction and use AI in a way
that disarms people instead of impressing them. By poking fun at bad, overblown AI ads, we were able to land on something very human and very Almond Breeze,” said Omid Amidi, co-CCO,
McKinney. “When the product is good and the brand is confident, you don’t need to over-engineer the story.”
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The launch also invites influencers to develop their
own AI Jonas Brother ads for the brand. Select submissions will be featured on Almond Breeze’s social channels.
McKinney counts Little Caesars, Popeyes and Sherwin-Williams among its
campaign work.