TVNewser TVSpy LostRemote SocialTimes AllFacebook FishbowlNY FishbowlDC PRNewser 10,000 Words GalleyCat UnBeige MediaJobsDaily

Full Contact Examines ‘Moving Day’ for Cumberland Farms

Boston-based agency Full Contact has a new television spot promoting convenience/gasoline staple Cumberland Farm’s Farmhouse Blend iced coffee.

The spot marks a departure for the brand, who in recent years have relied on David Hasselhoff in their iced coffee campaigns, such as last summer’s “Thirsty for Love.” Full Contact takes a simpler, more product-driven approach with “Moving Day,” while still employing humor. “Moving Day” sees a woman give her partner and his buddies Cumberland Farm’s Farmhouse Blend iced coffee to fuel them as they move into a new place. She soon regrets the decision, though, as the guys are so unwilling to put down their iced coffees that they break a series of valuables.

Cumberland Farms Senior Manager of Brand Strategy David Heilbronner said the ad “speaks to the quality and value of Cumberland Farms’ Farmhouse Blend iced coffee, and the spot focuses more on the product itself than our past iced coffee commercials. Our agency, Full Contact did a great job inserting iced coffee imagery into a chaotic and humorous scenario…”

While the ad does highlight the actual product in a way the campaigns featuring The Hoff didn’t, it’s far less memorable than “Thirsty For Love,” and it’s very unlikely that it will draw the same kind of attention to the brand. On the other hand, the ad was clearly made on a tighter budget than previous campaigns and it’s unclear if all the attention surrounding The Hoff actually led to increased sales. Stick around for credits after the jump. 

Credits:

Production Company: Assembly Films

Executive Producer: Gloria Colangelo

Director: Gary McKendry

Director of Photography: Mark Williams

Line Producer: Jeff Trenner

Copywriter: Marty Donohue, Full Contact

Art Director: Tim Foley, Full Contact

 

Editorial: Peel and Eat

Editor: Joel Walker

Executive Producer: Nikki McMorrow

 

Color/Conform: Nice Shoes

Colorist: Chris Ryan

Producer: Rebecca Mitchell

VFX Artist: Kevan Lee

Mediabistro Course

PR: Incorporating Social Media & Multimedia

Public Relations: Incorproating Social Media and MultimdediaStarting October 22, learn how to use Twitter, Facebook, and keyword search to get your client's message heard! In this course, you'll learn how to develop online video, make social media updates, display multimedia content, and master your client's SEO so that your message will spread and reach all the right places. Register now!