Kristen Bell raises a ‘sugar baby’ in Plezi’s ‘Absurdly Good’ spot

Kids are bags of sugar in a lighthearted ad for the kids’ nutrition brand co-founded by Michelle Obama

Published On
Jun 12, 2024

Editor's Pick

“Sugar baby” doesn’t mean what you think it does in a new campaign from Plezi Nutrition launched ahead of summer. 

Instead, a 60-second spot created by Havas Chicago and shot in Los Angeles depicts Kristen Bell raising a child represented by a literal bag of sugar, as a metaphor for how much added sugar children consume when they drink Plezi competitors. The playful metaphor introduces Plezi Fizz, the brand’s new carbonated fruit drink, which it claims has 70% less sugar than soft drinks, no added sugar and two grams of fiber and nutrients like vitamin C. 

The commercial debuts Plezi’s “Absurdly Good” campaign, which will run on connected TV and online video and takes aim at other food and beverage items for children that use added sugars.

Plezi Nutrition is co-founded by former First Lady Michelle Obama.

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Credits

Date
Jun 12, 2024
Client :
Plezi
Agency :
Havas Chicago
Chief Operating Officer :
Anup Shah
Chief Marketing Officer :
Samantha Siegal
Senior Director Brand Communications & Strategy :
Julia Low
Co-President :
Kat Ott
Chief Creative Officer & Co-President :
Myra Nussbaum
EVP Head of Account :
Jamie Baumann
SVP Group Creative Director :
Jeff Beck
SVP Executive Producer :
Jason Georgen
Associate Creative Director & Art Director :
Jane Owenby
Associate Creative Director & Copywriter :
Jared Owenby
Senior Producer :
Eric Psihoules
Account Supervisor :
Emmie Madsen
Assistant Account Executive :
Ally Davis
Senior Strategist :
Will Russell
Senior Editor :
Matt Glover
Senior Business Affairs Talent Manager :
Charles Duke
Senior Production Business Affairs Manager :
Ellen Kuratnik
Live Action :
Dunshire Productions
Executive Producer :
Morgan Sackett
Executive Producer & Director :
Dean Holland
Executive Producer :
Ana Ayala
Executive Producer :
Nathan Young
Producer :
Andrew Garland
Production Designer :
Christine Brandt
Director of Photography :
David Miller
VFX & COLOR :
Flavor
Managing Director :
Neal Cohen
Producer :
Yianni Frangos
Flame Artist :
Michael Anderson
Colorist :
Brian Higgans
Sound Mix :
Another Country
Managing Director :
Tim Konn
Executive Producer :
Louise Rider
Producer :
Josh Hunnicutt
Sound Designer & Mixer :
Erik Widmark
Audio Assistant :
Brett Rossiter
Music :
Asche & Spencer

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Project Type