Cows that play the guitar, a human body with a bird’s head and a walking ball of flame – what’s that got to do with vegetarianism? I’m not sure, but I don’t care as I’m fascinated by this quirky animation from Passion Pictures & Strange Beast. Although it is a full blown product commercial it looks like a pop video for a hip indy band – which is a huge relief when you see most of what passes for animation in TV commercial world. You also get Macca singing the backing track as a bonus.
This is the first time the Linda McCartney Foods brand has done TV advertising in 15 years. Produced in close collaboration with the McCartney family, the animated TV commercial which was directed by Jordan Bruner of Strange Beast features the McCartney family in animated form.
The commercial was devised by writer and creative director Simon Aboud. Director Jordan Bruner says, “The McCartney family were looking to create a spot that was edgy, fresh and memorable”. The spot marries psychedelic content with a mix of hand drawn and 2D watercolour animation. Bruner continues, “I’m typically drawn to surreal 2D and collage animation, and it seemed like a great way to showcase Linda’s personality and outlook on life. I wanted the journey through the animation to be fluid and dream-like, so we had a lot of fun using watercolour transitions to carry us through the spot.”
The animated film is part of a national #lovelinda campaign which launches the new product and also remembers Linda’s life and the great influence she had in getting people to eat less meat. The spot was produced with a team of around 20 designers, animators, and compositors.
Credits: Title:Paul McCartney Love Linda, Agency: Hain Daniels Group, Writer/Creative Director: Simon Aboud, Music: “Heart of the Country” written + performed by Paul McCartney, Voice Over: Elvis Costello, Production Company: Passion Pictures, Director: Jordan Bruner, Creative Director Pete Candeland, Producer: Angela Foster, Exec Producer: Belinda Blacklock, Lead Designer: Kim Dulaney, Additional Designers: Jordan Bruner, Stephanie Davidson, Cat Johnston, Erin Althea, Stephanie Davidson, Gordon Waltho, Animation: Jordan Bruner, Lizzie Akana, Blake Patrick, Greg Lytle, Dennis Moran, Chris Cookson, Leah Shore, Post: Absolute Post