Josh Groban gives beans a musical upgrade in campaign for Bush’s Beans 

The musician dreams of beans and tries to reset their status as the ‘musical fruit’

Published On
Apr 07, 2021

Editor's Pick

Beans have long had a bad rap.

“Beans, beans, the musical fruit, the more you eat, the more you toot,” the song goes. 

A line like that, however, isn’t exactly a selling point.

Enter Josh Groban. The popular crooner is now giving beans a musical upgrade, singing about his love of Bush’s Beans in a music video that relives his childhood when other kids would make fun of the beans he brought to school for lunch.

It’s a must-watch spot from Carmichael Lynch, which won the Bush Brothers & Company account last year after the family-owned brand’s long relationship with Doner. The song was written by Groban and “Portlandia” co-creator Jonathan Krisel, who also directed the video.

The three-minute film has a wide range of scenes. There's a boy with a fake beard who fills in as Groban’s young self, as well as a dream sequence with Groban “on a cannellini cloud floating through the moonlight night.” Groban croons throughout, playing the piano and a bean-filled guitar. His dad even makes a cameo. And there’s a shot of Groban as a cowboy villain.

"When Bush's approached me with the idea to do something fun and musical, my first thought was how wonderfully weird it was. But I like the unexpected. And I love beans," Groban said in a statement. "I had an absolute blast writing and singing this over-the-top song. Eat your beans, kids."

The video coincides with an overhauled look for Bush’s, which now bills itself That Beautiful Bean Co. It's also launching a canned line called Sidekicks, with flavors such as Rustic Tuscany Chickpeas.

Bush’s had a separate celebrity-driven campaign earlier this year when it brought back Brian Baumgartner, Kevin from “The Office,” for National Chili Day in a project developed and led by Edelman. 

Credits

Date
Apr 07, 2021
Client :
Bush's
Agency :
Carmichael Lynch

Need a credit fix? Contact the Creativity Editors