The bar your mom would bake...

Agency: Humanaut


Advertising agency and brand production studio Humanaut has created its first national campaign for Bobo’s, a brand known for its delicious, nourishing and comforting baked goods made from simple ingredients. The pitch? “The bar your mom would bake—without her actually having to be there.”

Humanaut created a :30 hero spot, three :15s, three :06s, and five static ads. It’s the agency’s first campaign for the client after winning the account in October 2022. The campaign’s videos and static ads will begin targeting audiences on paid social media (Instagram/Facebook), CTV (Tradedesk), and YouTube in early April. Based on Bobo’s audience analysis, 75% of the spot’s media spend will be allocated to the Atlanta area and the remainder to Austin, Texas.

The comedic ads explore what the world might look like if people’s actual mothers—in all their mom-hood glory—showed up in the daily lives of their children with delicious Bobo’s oat bars and other baked goods when their kids had a craving. These oversized personalities pop up at schools, at work, and even on a date. The point is to show why grabbing a Bobo’s bar is a more-convenient and less-awkward way to enjoy that home-baked taste people love than having a visit from a mother who smothers.

This professional campaign titled 'The bar your mom would bake...' was published in United States in April, 2023. It was created for the brand: Bobo’s, by ad agency: Humanaut. This Film medium campaign is related to the Confectionery, Snacks and Food industries and contains 4 media assets. It was submitted over 1 year ago.


Client: Bobo’s

Agency: Humanaut
Chief Creative Director: David Littlejohn
VP Creative: Dan Jacobs
Associate Creative Director: Emily DeMario
Strategist: Randall Bourquin
Copywriter: Emily DeMario
Designer: Travis Hitchcock
Senior Brand Producer: Caty Hicks
Junior Brand Producer: Brooke Frazzetto
Senior Project Producer: Jes Shipley
Project Producer: Zach Plating
Agency Producer: Dani Harrison
Creative Coordinator: Tarrisha Hicks

Production Company: Humanaut
Executive Producer: Tommy Wilson
Production Manager: Anna Roncskevitz
Director: Barlow Jacobs
Director of Photography: David George
Assistant Director: Samuel Ibach
Production Coordinator: Luke Chandler
Art Director: Paul Merchant
Post Production Supervisor: Kyler Potter
Editor: Jacob Dunn
Color: Annie Huntington
Audio Mix: Daniel Cooper


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