One of the most loved characters in advertising history is back in the spotlight. The Jolly Green Giant returns after a long hiatus to introduce Green Giant’s new product innovations, including Veggie Tots, Riced Veggies, Mashed Cauliflower and Roasted Vegetables, and to show America how to swap more vegetables into a family diet and eat healthier.
It’s the first time the Jolly Green Giant has been revealed since Deutsch New York won the business, with work that makes the character as culturally relevant to Americans now as he was in his glory days.
Directed by Ulf Johansson, the two 30-second comedy spots—“Snow Angel” and “What Did He Learn”—feature the Jolly Green Giant playing a more active role than in years past. Work launches the week of January 2 on programming on Bravo, Cooking Channel, E!, Lifetime, HGTV, VH1, Nick at Nite, and the Food Network, among others.
Dan Kelleher, CCO, Deutsch New York said, “I grew up with the Jolly Green Giant and having the opportunity to reintroduce such an iconic advertising figure has been a thrill. It’s the Giant we all know and love, but now in more modern, fun scenarios.”
Source: Little Black Book