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Barton F. Graf's First Campaign for Bai Drinks Makes No Sense, Just Like the Product


Barton F. Graf 9000 dives into absolute nonsense, quite literally, in its first campaign for Bai, an independent maker of low-calorie health beverages.

Three comical spots play off the fact that Bai drinks are loaded with antioxidants and have only 5 calories each—yet they taste good, too. This makes no sense—and so the characters in the ads are stuck in situations that make no sense either.

This is right in Barton F. Graf's wheelhouse, of course, as the agency is known for doing plenty of absurdist work for brands like Kayak."The choice was easy in our hunt for a like-minded agency partner that champions creative and understands our irreverent brand personality," says Chad Portas, chief creative officer at Bai.

The spots were directed by O Positive's David Shane, who had a big hit with the "Awkward Family Viewing" ads for HBO Go through SS+K.

"We've been fortunate to work with brands that completely redefine their category," says Gerry Graf, chief creative officer at Barton F. Graf. "Bai is like nothing else on the shelf. We're happy that we get to tell their story."

Client: Bai
Chief Executive Officer/Founder: Ben Weiss
Chief Marketing Officer: Michael Simon
Chief Creative Officer: Chad Portas
Director, Marketing Deliveries: Sharon Chabot

Agency: Barton F. Graf 9000
Chief Creative Officer: Gerry Graf
Executive Creative Director/Partner: Ian Reichenthal
Creative Director: Nick Kaplan
Creative Director: Amanda Clelland
Digital Strategist: Brandon Solis
Copywriter: Richard Langhorne
Art Director: Zack Madrigal
Chief Strategy Officer: Laura Janness
Head of Integrated Production: Josh Morse
Exec. Producer: Brad Powell/Amanda Revere
Account Director: Alex Stankiewicz/Jennifer Richardi
Business Affairs Director: Jennifer Pannent

Production Company: O Positive
Director: David Shane
Exec. Producer: Ralph Laucella
Exec. Producer: Marc Grill
Producer: Ken Licata/Kate Sutherland
DP: Joe Zizzo

Editorial: MackCut
Editor: Erik Laroi
Asst. Editor: Brendan Hogan
Editorial Producer: Sabina-Elease Utley
Exec. Producer: Sasha Hirschfeld

Music House: Butter
Composer: Andrew Sherman
Exec. Producer: Ian Jeffreys

Color: Company 3
Colorist: Tim Masick

Audio Mix: Heard City
Engineer: Eric Warzecha

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