Country Crock leans into coming-of-age nostalgia in first work from Preacher

Country Crock, the Upfield-owned buttery spread, is charting a path forward by looking to the past—in a brand campaign from Preacher. The spot leans into nostalgia by borrowing heavily from kids’ coming-of-age stories pioneered by Steven Spielberg’s Amblin Entertainment in the 1980s. A 60-second spot from the Austin, Texas, agency, breaking this week, immediately brings to mind “The Goonies,” as well as modern-day throwbacks like “Stranger Things,” as the very first frames show a group of kids riding vintage-looking bicycles through a bucolic neighborhood. Ad Age Small Agency Awards See all of the 2023 winners Click here They soon stop in front of an imposing yellow house, as the music turns ominous. Inside, they spy “Mrs. Stevens,” her name uttered in such awed, hushed tones that you expect a madwoman lurking inside. And indeed, when we glimpse her—including a shot of her shadow holding a knife, seemingly ready to slice up children—it would seem wise for the kids to hightail it out of there. And in fact, she does want to lure them in—but for more benign reasons, as it turns out. The spot, directed by Clay Weiner of Biscuit Filmworks, intentionally harkens back to a time when Country Crock was a staple in the kitchens of home cooks everywhere—moms who prided themselves on making food kids loved, often with limited resources. Working with Courtney Cotter, Country Crock’s brand director, Preacher chose to mythologize such moms who always knew how to make the most of a meal. “We drew inspiration from a certain kind of mom we all knew growing up—the one who was something of a suburban legend,” Tyler Booker, associate creative director at Preacher, told Ad Age. “The one who could seemingly do it all, and not just for their own family—their kitchens became a hub that all the neighborhood kids could count on to soothe their souls while they cleaned their plates.” Movies like “The Goonies” were a natural source of inspiration, as the agency envisioned kids of a bygone era marveling at the seemingly supernatural ability of one mom in the neighborhood. “They’re tall-tale movies about growing up that our target grew up watching, and now they’re showing these same movies to their own kids alongside newer genre entries,” said Booker. Telling the story from the kids’ point of view was a nice way to honor the moms who are the target, and position Country Crock as the secret of her success. “Letting an awestruck group of youngins be the ones who are patting our target parents on the back, albeit in a roundabout way, was a choice that unlocked the magic from first drafts to final edits,” said Booker. Weiner, last seen crafting foxy ads for skincare brand Eos, was called on to capture the throwback vibe, from casting to production values. Weiner assembled groups of kids at the callback stage, rather than individuals, to gauge their chemistry together. “Precocious with an edge” was the sweet spot they were looking for in the talent, said Booker. Weiner also crafted a cinematic look for the film. Watch: Foxes wear people as coats in Eos’ insane ads about soft skin Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here “Given that we were drawing inspiration from some pretty legendary film directors, taking a cinematic approach was the only approach,” said Booker. “With such a simple, solid idea celebrating the legendary status for such a brand, it couldn’t feel like ‘just any’ commercial. This work is a big moment for Country Crock, so it deserved a striking look to match.” This is Country Crock’s first major campaign launch since 2020—and Preacher’s first work for the brand since winning the account earlier this year. The spot, themed “Make your table legendary,” will run nationally online and across broadcast and connected TV. Original social content will run across Meta, Pinterest and YouTube. In-store signage in major markets across the U.S. is also part of the mix. “Country Crock Original has been an iconic staple in American homes for generations, and while the brand has always had its dedicated fans, it's time to rekindle their love of its delicious taste and undeniable versatility to introduce the brand to new families across the country,” said Cotter said in a statement. “Country Crock is more than just a spread, it’s perfect for cooking and topping your favorite foods and we’re excited for consumers to get inspired in the kitchen.”

Country Crock leans into coming-of-age nostalgia in first work from Preacher

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