It’s Really Good

Blue Diamond Growers’ Almond Breeze is kicking off the new year with a campaign starring Jonas Brothers — but not in the way you might expect. In a new long-form film (~3 mins) from creative AOR McKinney and production partner CYLNDR Studios, the brothers and the brand explore increasingly over-the-top ad concepts before landing on the simplest, yet most effective positioning: just tell people “It’s really good.”

To drive relevance among Millennials at the time of year where almondmilk is most top of mind, Almond Breeze is tapping into their love of music and their love for the Jonas Brothers to kick off the new year. The spot follows Jonas Brothers’ fictional “brand partnership agents,” Nate and Jane, who pitch the trio a series of wildly misaligned concepts for their partnership with Almond Breeze. First, there’s Kevin Jonas battling intergalactic “milky monsters” in a hyper-stylized AI action epic. Then the brothers transform via “generative” enhancements into fragrance-ad heartthrobs presenting Almond Breeze with awkward sensuality. The last idea shows the brothers in a throwback milkman fantasy that misses the mark entirely. After wading through the AI-fueled chaos, the brothers propose ditching the AI gimmicks and just delivering a straightforward truth: “It’s really good.”

In a tight collaboration with McKinney, the AI-driven sequences were executed by CYLNDR Studios, with early creative involvement shaping the AI scenes to play to the strengths and weaknesses of the platforms, guided by artistic sensibilities, creative direction, and design skills. The result is a long-form ad made from ads that poke at the cultural conversation around AI “slop,” using humor to highlight how easy it is to generate content today, but how rare it is to make something that actually resonates. The long-form film and the series of :30s, :15 :06s AI spots debut Tuesday, January 6, running across OTT, OLV and social. You can view all the spots HERE.

This launch also kicks off the next phase of Almond Breeze’s partnership with Jonas Brothers, inviting influencers to develop their own AI Jonas Brother ads for the brand. Select submissions will be featured on Almond Breeze’s social channels, and a lucky few may even get a reaction video from Jonas Brothers themselves.