Of all the branded efforts around gay pride in this historic week, this one from Grey Poupon and agency Crispin Porter + Bogusky is perhaps the best.
A clever take on a classic advertisement, rendered artfully and in the brand voice—with eminent good taste and a minimum of fuss. From idea to execution, it couldn't be much better. "June is National Pride month," says copy next to the photo on the Kraft brand's Facebook wall. "Though the festivities technically only last a month, we recommend celebrating all year—because Pride and good taste never go out of season."
The post has almost 20,000 likes. And while the predictable flame wars have broken out in the comments, Grey Poupon seems unperturbed. And that kind of confidence from major brands around LGBT issues is as big a change as any from years ago.
CP+B, of course, has been rejuvenating the Grey Poupon brand for some time, creating fun new work including an amusing sequel to its most famous commercial.
CREDITS
Client: Grey Poupon
Agency: Crispin Porter + Bogusky
Worldwide Chief Creative Officer: Rob Reilly
Executive Creative Director: Jason Gaboriau
Creative Directors: Robin Fitzgerald, Cameron Harris
Associate Creative Directors: Alexandra Sann, Mike Kohlbecker
Senior Copywriter: Dafna Garber
Senior Art Director: Marcus Brown
Senior DFX Artist: Zachary Puetzer
Photographer: Mike Kohlbecker
Chief Digital Officer: Ivan Perez-Armendariz
Art Producer: Amy Foster
Senior Asset Producer: Tyler Christensen
Group Account Director: Kate Frazier
Content Supervisor: Spencer Holmes
Content Manager: Eric Alexander
Business Affairs: Rebecca Williams
Group Social Director: Kristen Fox
Social Supervisor: Stacy Cohen
Community Manager: James Moreau
Director of Integrated Communications: Jennifer Bollman
Media Planners: Fabiana Brown, Mary Vallely
Traffic Managers: Christina Kim, Lindsay Noyes
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