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Jared Hess Brings More Dry Humor to Hefty

Maybe I’m jaded because it’s both raining and hot in New York this morning, but Hefty’s Foam Plates commercial didn’t inspire me to even think of giggling. Okay fine, maybe I smiled when Gary the Knight laughs like a maniac at Amar, the stained centaur at the renaissance fair. But all in all, this ad seems disjointed and flat.

Those who loved Napoleon Dynamite should get a kick out of it, though, since the spot was directed by Jared Hess, the man behind that movie’s dry humor and who previously gave us “Rager” and other adverts for Hefty. If you’re stoked on hearing the word “quesadilla” mispronounced and watching two lovebirds hit a tetherball back and forth, you might also like Hefty’s sad centaur and his elfish admirer. But if you found Napoleon Dynamite slow and boring, prepare to feel completely disenchanted by this renaissance fair.

Update: We’ve been told by those in the know that the ad is more a dig at the Society for Creative Anachronism than the Renaissance Fair community.

Credits after the jump.

CLIENT:  Reynolds Consumer Products

CAMPAIGN TITLE:  Get Hefty Strong

EXECUTION TITLE:  Fair

AGENCY:    Euro RSCG Chicago

CHIEF CREATIVE OFFICER:  Jason Peterson

CREATIVE DIRECTOR:  Bill Rogers

SENIOR ART DIRECTOR:  Jason Tisser

SENIOR COPYWRITER:  Regan Kline

PRODUCER:  Joe Tipre

 

PRODUCTION COMPANY:  Moxie Pictures; Los Angeles, CA

DIRECTOR:  Jared Hess

EXECUTIVE PRODUCER:  Robert Fernandez, Lizzie Schwartz

HEAD OF PRODUCTION: Roger Zorovich

PRODUCER:  Laura Heflin

DIRECTOR OF PHOTOGRAPHY:  Munn Powell

EDITORIAL COMPANY:  Feed the Walrus; New York, NY

EDITOR:  Adam Jenkins

EXECUTIVE PRODUCER: Desiree Cobb

SOUND DESIGN: Made; Chicago, IL

SOUND DESIGNER: Todd Bernstein

VISUAL EFFECTS COMPANY:  Feed the Walrus, New York, NY

VISUAL EFFECTS EDITOR:  Greg Huber

MANAGING DIRECTOR: Suzanne Lord Rossi

ACCOUNT DIRECTOR: Amanda Callahan

SENIOR ACCOUNT EXECUTIVE: Julie Wisniewski

BUSINESS AFFAIRS:  Bonnie Hamilton

PLANNER:  Kim Angel, Jessica Barrera

MEDIA AGENCY:  MPG

MEDIA DIRECTOR:  Vanessa Watts

 

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