Just in time for 4/20 (the unofficial holiday for lightin' a blunt), French biscuit maker Granola is taking on the munchies.
"Late Night Drama" is an ad for Granola Night Assistance, which will enable late-night fridge-rovers to score a Granola bar, wherever they may be, between 10 p.m. and 4 a.m. through the month of April.
Created by agency Marcel, the operatic ad features youths engaging in nighttime shenanigans of varying weirdness, only to be stopped in their tracks by the dreaded rumbly in their tumblies. Trippily enough, the ad reveals that the background music is sung by a cartoon stomach on TV ... just before a disembodied hand of God penetrates the night sky to offer our hungry heroes a giant Granola bar.
No, we're not high. But the creative team probably was!
"Big nights call for big munchies," the ad concludes, before pushing #NightAssistance, which will be available throughout the French market. (This might not seem like a big deal to you, but finding food in France at night is like pulling teeth out of the mouth of a live shark. While stoned.)
It's not totally clear how #NightAssistance works—probably because it isn't nighttime yet. There's a section on the website where you can find Granola bars for sale based on your city and what day it is, as well as a "talking" stomach that you can chat with, which so far has just said things like, "Go back and live with your mom." (We're assuming he'll be more useful when night falls.)
The film was directed by Trevor Clarence of Blue Production, and will be supported by Facebook and Twitter activations.
CREDITS
Mondelez - Granola – Clients
Bertrand Goursolle (Marketing Director)
Matthieu Guignard (Marketing Manager)
Violaine Menard (Senior Brand Manager)
Charlotte Duplantier (Brand Manager)
Thomas Thibord (Brand Manager)
Marcel – Creative agency
Pascal Nessim / Charles Georges-Picot (CEOs)
Anne de Maupeou (Creative Chairman)
Dimitri Guerassimov / Fabien Teichner (Chief Creative Officers)
Jeremie Bottiau (Creative Director)
Geoffrey Masse (Art Director)
Nicolas Mouquet (Copywriter)
Olivier Sebag (General Manager)
Benjamin Taieb (Associate Director)
Vanessa Peronny (Account Executive)
Barbara Cruchet (Project Manager)
Ghislain Tenneson (Head of Planning)
Leoda Esteve (Strategic Planner)
Jeanne Neuschwander (Account Executive)
Raphael Catherin (Social Media Manager)
Lionel Bui (Digital Creative Director)
Samantha De-Biaisi (Digital Art Director)
Louis Da Silva (Technical Director)
Renaud Cacciani (Technical Project Manager)
Cedric Gagnaire (Technical Project Manager)
Charles Coulais / Paul Vanlerberghe / Ando Razafimandimby (Developer)
Vadim Vichniakov (UX designer)
Nathalie Roland / Mélanie Colléou (PR Directors)
Prodigious – TV production
Elodie Jonquille (Tv Producer)
Blue - Production Company
Trevor Clarence (Director)
Kasia Choppin (Producer)
Your Girlfriend – Executive production company
Linda Boggle (Exe. Producer)
Medialab & One More – Post production company
Agnieszka Kozbial (Post-producer Director Medialab)
Benjamin Darras (CEO / Executive Producer One More)
Prodigious – Sound & music production company
Brice Davoli (Composer)
Boris Nicou (Sound & Music Producer)
Carat France – Media Agency
Aline SCAULTZ (Associate Director)
Marion LE BAIL (Senior Consultant)
Ludovic HILAIRE (Deputy Managing Director)