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Agency Network: 
Published/Aired: 
August 2014

Description

Nature Valley partnered with Erik Weihenmayer, a blind climber and adventurer, to make an invitation to experience the outdoors with much more than just the sense of sight.

Film advertisement created by Casanova Pendrill, United States for Nature Valley, within the category: Food.

Advertising Agency: Casanova Pendrill, Costa Mesa, USA
Chief Executive Creative Director: Elias Weinstock
Creative Director: Fernando Poblete
Art Director: Daniel Vicente
Copywriters: Fernando Poblete, Claudio Vera, Josué Mendoza
Producers: Nellie Medina, Manuel Carvajal
Production Company: ParanaFilms
Director: Pucho Mentasti
Executive producer: Sebastian Leda
Post Production: TruLove post
Editor: Voltron
Audio Post Company: TruLove post
Sound Engineer: Gonzalo Ugarteche
Music Company: EMOTO
Telecine Company: CO3
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Highest Rated

Amanda Janczak's picture

As I watched this ad, the thing that stood out to me the entire time was the Nature Valley brand.

This ad emphasizes the brand equity of Nature Valley. According to the American Marketing Association, brand equity is defined as: “The value of a brand. From a consumer perspective, brand equity is based on consumer attitudes about positive brand attributes and favorable consequences of brand use.” The idea behind this ad is that nature fills people with energy, in the same way that Nature Valley products do.

The vivid views of nature help to create positive brand attributes. Thinking about Nature Valley products in a way similar to nature reinforces the natural ingredients in the products and the liveliness people become filled with after eating them. This ad tells consumers that a favorable consequence of eating Nature Valley bars is that they give people energy.

Nature Valley’s “Feel the energy of nature” tagline fits perfectly with this ad not only from the scenery, but also by showing a blind man climbing a mountain. To me, the ad seems to be saying, “If nature can give a blind man the energy to climb a mountain, imagine what it can give you the energy to do. Try Nature Valley bars and find out for yourself.” People’s perceptions of brands often involve emotions, and the uplifting, inspirational tone of this ad could cause people to associate those feelings with Nature Valley.

The branding in this ad adds value by creating intangible aspects of the Nature Valley brand that will make it memorable and meaningful to consumers. Because Nature Valley continues to create a well-known brand identity through ads like this one, the company can charge more money for its products. Although store shelves are filled with cheaper generic versions of Nature Valley bars, I always see people eating and buying the brand name – myself included.

Amanda Janczak
Activity Score 21
CrackerJackFlash's picture

sweet

CrackerJackFlash
Activity Score 19603
Creative Director |

www.crackerjackflash.com

BallCamUk's picture

wow! great! Love the crisp clean video too .. amazing stuff

BallCamUk
Activity Score 8
Producer/Director |

BallCam UK

Tsharon's picture
Tsharon
Activity Score 7
Creative Director
damnson's picture

Pretty nice.

damnson
Activity Score 11517
Copywriter |

An axe murderer of ads.

Amanda Janczak's picture

As I watched this ad, the thing that stood out to me the entire time was the Nature Valley brand.

This ad emphasizes the brand equity of Nature Valley. According to the American Marketing Association, brand equity is defined as: “The value of a brand. From a consumer perspective, brand equity is based on consumer attitudes about positive brand attributes and favorable consequences of brand use.” The idea behind this ad is that nature fills people with energy, in the same way that Nature Valley products do.

The vivid views of nature help to create positive brand attributes. Thinking about Nature Valley products in a way similar to nature reinforces the natural ingredients in the products and the liveliness people become filled with after eating them. This ad tells consumers that a favorable consequence of eating Nature Valley bars is that they give people energy.

Nature Valley’s “Feel the energy of nature” tagline fits perfectly with this ad not only from the scenery, but also by showing a blind man climbing a mountain. To me, the ad seems to be saying, “If nature can give a blind man the energy to climb a mountain, imagine what it can give you the energy to do. Try Nature Valley bars and find out for yourself.” People’s perceptions of brands often involve emotions, and the uplifting, inspirational tone of this ad could cause people to associate those feelings with Nature Valley.

The branding in this ad adds value by creating intangible aspects of the Nature Valley brand that will make it memorable and meaningful to consumers. Because Nature Valley continues to create a well-known brand identity through ads like this one, the company can charge more money for its products. Although store shelves are filled with cheaper generic versions of Nature Valley bars, I always see people eating and buying the brand name – myself included.

Amanda Janczak
Activity Score 21
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