A new campaign from Chobani and Droga5, which launched during last night's Oscars ceremony, overtly contrasts the articifical ingredients it says are used by other yogurt brands with those of its own 100 calorie yogurt. The ad, set to the soundtrack of Nancy Sinatra singing "The End," opens with a creepy scene of plastic cows, plastic birds on trees and flavors growing in test-tubes that are picked from fake trees, as it explains that most 100 calorie yogurts use artificial ingredients and sweetners. It moves on to a scene at a real farm, with real cows and fruit, underlining Chobani's own use of natural ingredients and introducing the tagline, "How Matters." The spot was directed by Smuggler's Henry-Alex Rubin.
With this latest approach, Chobani follows in the footsteps of companies such as Chipotle -- whose Scarecrow ad this somewhat recalls -- in highlighting the artificial ingredients used by others in the food industry.