Tractor Beverage takes on ‘monoliths’ in animated ad

Campaign highlights the limited options and fountain space in the fast-food landscape

Published On
Jul 20, 2023
ILlustration of soft drink characters looking down at a cup of ice

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A soda cup that yearns to be wholesomely fulfilled escapes from a dystopian cityscape in a hand-drawn animated spot for Tractor Beverage Co., the organic foodservice soft drink brand.

The campaign highlights the limited options and fountain space in the fast-food landscape encountered by Tractor as it tries to establish itself as a healthier alternative. The brand is available in more than 5,900 locations nationwide including Chipotle, PLNT Burger, Saladworks and Garbanzo Mediterranean Fresh. Tractor asserts that “industry monoliths” are attempting to prevent its growth, prompting the brand to take its message directly to consumers.

"Today’s consumers have beverage options everywhere except in foodservice, where legacy players and restrictive contracts limit their choice to artificial sodas brimming with high fructose corn syrup and preservatives—or a cup of water,” Justin Herber, Tractor’s chief brand officer, said in a press release. “With this campaign, we’re letting people know that they don't have to accept the same choices they have been given for the last 50 years. Tractor is here to fill their cup.”

The spot, known as “Escape the Ordinary,” features Duran Duran’s “Ordinary World” as performed by Valerie June, a Grammy-nominated artist from Tennessee. The campaign was created by Progress Studios, a new agency formed to work with progressive challenger brands. It is running nationally on connected TV, digital streaming, cinema and out-of-home this summer.

Credits

Date
Jul 20, 2023
Client :
Tractor Beverage Co.
Agency :
Progress Studios
Chief Brand Officer/CMO :
Justin Herber
VP Communications Partnerships & Impact :
Chrystie Heimert
Director Brand and Integrated Marketing :
Ioné Sterental
Creative Director & Art Director :
Matt Evans
Executive Creative Director & Copywriter :
Al Kelly
Account Lead :
Paul Schmidt
Broadcast Producer :
Jeremy Arth
Music Producer :
Patrick Oliver
Media Planning & Buying :
Ways & Means
Founder :
Diana Bormuth
Founder :
Karen Halstead
Associate Media Director :
Paige Weber
Production Company :
Hornet
Director :
Andy Baker
Creative Director :
Lucia Davies
Managing Partner :
Hana Shimizu
Head of Production :
Karen Lawler
Head of Creative Development :
Kristin Labriola
Executive Producer :
Greg Bedard
Production Supervisor :
Dez Stavracos
Associate Producer :
Madeline Metolius
Additional Producing :
Nico Benenati
Senior Editor :
Anita Chao
Assistant Editor :
Cole Bannick
BTS Editor :
Matthew Sandager
Production Coordinator :
Ali Reed
Production Coordinator :
Judy Tam
Talent Coordinator :
Lizzy Dolce
Storyboard Artist :
Sami Healy
Storyboard Artist :
Andy Baker
Character Designer :
José Domingo
Character Designer :
Kaycee Nwakudu
2D Prep :
Ty Enos
Environment Designer :
José Domingo
Environment Designer :
Bryan Jimenez
Environment Designer :
Andy Baker
Environment Designer :
Guy Field
Environment Designer :
Cristian Martinez
Environment Designer :
Pete Sharp
Environment Designer :
Hannah Kim
Environment Designer :
Erin O'Connor
Environment Designer :
Ollie Scott
Animation Director Support :
Natalie Labarre
Animator :
Sami Healy
Animator :
Ty Enos
Animator :
Hyo Bin Kang
Animator :
Matthew Corsillo
Junior Animator :
Kaycee Nwakudu
Junior Animator :
Mamadou Barry
Cleanup Animator :
Hazel Zheng
Cleanup Animator :
Josh Brennan
Cleanup Animator :
Ciara Bresnahan
Cleanup Animator :
Amália Lage
Lead Compositor :
Tavet Gillson
Compositor :
Ted Wiggin
Compositor :
Bil Thompson
BTS Compositor :
Tavet Gillson
Designer/ Animator :
Tavet Gillson
Sound Company :
Mophonics
Sound Designer :
Jeff Bryon
Mix Engineer :
Stephan Altman
Mix Engineer :
Calvin Rezen
Executive Creative Producer :
Jean Scofield
Creative Producer :
Kris Roggemann
Associate Producer :
Chrissy Mihaljevic
Vocals :
Valerie June
Music Writer :
John Taylor
Music Writer :
Simon Le Bon
Music Writer :
Nick Rhodes
Music Writer :
Warren Cuccurullo
Music Publishing :
Skintrade Music Ltd
Music Publishing :
Private Parts Music
Administered By :
Kobalt Music Publishing LTD

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