Nothing Makes Sense in These Zany Spots for Bai

David Shane and Barton F. Graf Reinforce an Ironic Product Message

Published On
Sep 28, 2015

Editor's Pick

In its first work for low calorie health beverage brand Bai, Barton F. Graf puts forward some zany situations where nothing at all makes sense.

The product message is key here - the idea is that Bai doesn't make sense either, as it's low calorie and full of antioxidants, but still "tastes great." So, in the ads -- directed by op comedy director David Shane at O Positive -- we have a father who's named his twin sons Rock and Roll (seen here), a successful Latin singer called "El Guapo" who's neither good-looking or speaks more than grade school Spanish, and a bride who is marrying someone she "met on TV" and then proceeds to kiss him through the screen.


Sep 28, 2015
Brand :
Client :
Agency :
Barton F. Graf-New York
Chief Executive Officer/Founder :
Ben Weiss
Chief Marketing Officer :
Michael Simon
Chief Creative Officer :
Chad Portas
Chief Strategy Officer :
Laura Janness
Director, Marketing Deliveries :
Sharon Chabot
Chief Creative Officer :
Gerry Graf
Executive Creative Director/Partner :
Ian Reichenthal
Creative Director :
Nick Kaplan
Creative Director :
Amanda Clelland
Digital Strategist :
Brandon Solis
Copywriter :
Richard Langhorne
Art Director :
Zack Madrigal
Head of Integrated Production :
Josh Morse
Executive Producer :
Brad Powell
Executive Producer :
Amanda Revere
Account Director :
Alex Stankiewicz
Account Director :
Jennifer Richardi
Business Affairs Director :
Jennifer Pannent
Production Company :
O Positive
Director :
David Shane
Executive Producer :
Ralph Laucella
Executive Producer :
Marc Grill
Producer :
Ken Licata
Producer :
Kate Sutherland
Director, Photography :
Joe Zizzo
Editorial Company :
Editor :
Erik Laroi
Assistant Editor :
Brendan Hogan
Executive Producer :
Sasha Hirschfeld
Music House :
Composer :
Andrew Sherman
Executive Producer :
Ian Jeffreys
Color :
Company 3
Colorist :
Tim Masick
Audio Mix :
Heard City
Engineer :
Eric Warzecha

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