Havas Worldwide has a new spot for Cracker Barrel, promoting the chain’s limited-time Campfire Meals.
The 15-second ad, entitled “Match,” features a campfire set handcrafted from paper, wood and canvas. A toy owl perches on a stump, followed by a human hand lighting a match and lights a campfire illuminating a screen displaying Cracker Barrel’s Campfire Meals. Aside from the digitally inserted footage and CG embers on the fire, everything was “manually-operated, custom-built or hand-crafted” and shot in a single take. While it can come across as a bit hokey (which actually kind of makes sense for the brand), and the voiceover copy leaves something to be desired, the diorama set has a certain charm to it. It may have even been more effective with diorama stand-ins for Cracker Barrel’s Campfire Meals instead of the digital footage used. Read more