To celebrate its one-year anniversary, Mars brand goodnessknows—a bite-sized snack made with fruit, nuts and dark chocolate—has released the "Try a Little Goodness" campaign. Created by BBDO San Francisco, it's work that both lobbies for novelty while appealing to the sense of derring-do and reinvention that characterizes the new year.
Each ad encourages real people to try new things—for the brand, that is. Those efforts, both thwarted and successful, constitute the content.
In the 80-second "Try Acting" video, a troupe of hopefuls try their hand at acting for a goodnessknows commercial shoot. There's a buzz of excitement, and expected foibles, but the work also feels good-natured and fun.
In "Try a Little Jingle," which lasts only 30 seconds, the brand serves as a test site for people who want to try writing jingles. This one is less about comedy than it is about the diversity of the musicians' styles, but it manifests the same well-meaning spirit.
Each ad's conclusion ties back to the product: "Because every try is a step to being your best. Try a little goodness."
The campaign does a nice job of supporting goodnessknows' novelty while conveying a sense of wholesome earnestness—a quality that also reflects the snack's ingredients. Each one is just 150 calories, and boasts no high fructose corn syrup, artificial colors, flavors or sweeteners.
Instead, it emphasizes the cocoa flavanols in its dark chocolate, a brain-boosting ingredient around which Mars also happens to own 80 patents.
CREDITS
Client: goodnessknows (Mars)
Spots: "Try a Little Acting", "Try a Little Jingle"
Agency: BBDO San Francisco
Matt Miller, Executive Creative Director
Steven Rutter, Executive Creative Director
Page Kishiyama, Creative Director
Timothy White, Creative Director
George Thorman, Art Director
Jared Johnsen, Copywriter
Patti Bott, Executive Producer
Vera Kacurova, Senior Producer
Jacqueline Djanikian, Business Affairs Director
Elana Shea, Senior Account Director
James Campbell, Account Director
Weina Cai, Account Supervisor
Divya Reddy, Account Executive
Mary FlorCruz, Group Strategy Director
Molly Gasch, Junior Strategist
Kerry Cavanaugh, Brand Director
Eric Epstein, Senior Brand Manager
Hana Hassan, Senior Associate Brand Manager
Production Company, Tool
JJ Adler, Director
Pete Koob, Editor
Cut & Run, Post Production