If you could immediately eat a slice of pizza and a bowl of mac and cheese or wait 10 minutes for an entire mac and cheese pizza, would you have the discipline to hold out? Would you want to hold out? Personally, I’d choose the separate dishes, but the question is the basis for a new experimental video from Muhtayzik Hoffer for the Annie’s “Good and Good” campaign.
The behavioral study is a riff on the Stanford Unviersity Marshmallow experiment from the 1960s and 70s, where kids were offered one small reward immediately versus two rewards after a waiting period. The Annie’s study is actually an inverse of this, two rewards to one, but the sentiment still comes across. The kids are all cute, and a few of them can’t wait any longer to destroy the two comfort foods. Some of the other cute kids wait it out. We aren’t given specific data, but the video is a unique, intellectual advertisement. And for the followup study, Annie’s can always track the elevated cholesterol levels of kids who become obsessed with mac and cheese pizza. Credits after the jump.
EXECUTIVE PRODUCER: Michelle Spear
CREATIVE DIRECTOR: John Matejczyk
COPYWRITER: Josh Bogdan
ART DIRECTOR: Tony Zimney
PRODUCER: Michelle Spear
ACCOUNT SUPERVISOR: Carolina Cruz-Letelier
ASSISTANT ACCOUNT MANAGEER: Emily Mee
DIRECTOR: John Matejczyk
DP: Eric Noren
LINE PRODUCER: Michelle Spear
PRODUCTION COORDINATOR: Molly Hayeseditorial / BEAST
EDITOR: Matt O’Donnell
ASST EDITOR: Adrian Hernandez
CONFORM: Dave Burghardt
COLOR: Eric Pascua
EXECUTIVE PRODUCER: Jon Ettinger
SENIOR PRODUCER: Kristen Jenkins
SR. ENGINEER: Joaby Deal
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