Smith’s celebrates ingredients in life that spark smiles in new brand platform ‘Joy is a Simple Recipe’ via Goodby Silverstein & Partners
Aussie chip-icon Smith’s has launched a new breakthrough platform ‘Joy is a Simple Recipe’ via Goodby Silverstein & Partners, a gleeful outing from one of Australia’s best loved brands which reminds people to find their simple joys, and celebrate the ingredients in life that create smiles.
The joy of Smith’s lies in its simplicity – its satisfying ‘chippy chippy chippy’ crunch, supreme flavors and delicious shareability – and Smith’s has been transforming everyday Aussie moments into celebrations of simple joy for snack-lovers for decades.
The platform will be brought to life through a series of three-word ‘recipes’ for joy, demonstrating that joy doesn’t need to be complicated, but it is unique and personal. The platform’s first outing, through digital, BVOD, social and OOH will hero “Dog. Car. Window”, an infectiously joyous and simple spot, created with Goodby Silverstein & Partners and directed by the award-winning Nick Ball, set to immerse people in a deeply relatable moment of uncomplicated joy hiding in plain sight.
“Dog, Car, Window” will be followed by the unleashing of a vast array of three-word celebrations including “Socks. Tiles. Slides”, “Hill. Sand. Board”, “Backyard. Barbie. Bants”, “Nap. Marker. Canvas” and “Road Trip. Tunes. Karaoke” bringing to life identifiable illustrations of everyday joy.
Knowing that joy is at its best when it feels personal, Smith’s will work with Special Group in Australia to tap into country-specific audience insights and create three-word recipes in OOH, digital and social channels, connecting Smith’s with its hugely loyal consumers across Australia. The market’s hyper-localised iterations will celebrate specific moments of Aussie joy, incorporating the nation’s unique geographies, cultures, experiences and personal passion points.
Says Vandita Pandey, chief marketing officer ANZ Snacks & Beverages, PepsiCo: “Smith’s is not just a snack for Aussies; it’s a reminder that joy doesn’t require extravagance and is often just a simple recipe. Having been a part of many of those simple recipes and moments of joy for generations –Smith’s is excited to continue inspiring people to find their simple joys for decades to come.”
The launch marks the beginning of an ambitious brand overhaul, with Smith’s cheerfully embracing its nostalgic legacy and the significant 90-year history and long-standing relationships with Aussie farmers. The platform launch will be followed by joyful consumer activations and moments for Australian Smith’s lovers to enjoy, with new flavors on the way this year.
PepsiCo
Chief Marketing Officer ANZ, Snacks & Beverages: Vandita Pandey
Brand Transformation Lead, Smith’s: Hind Simhairi
Senior Brand Manager, Smith’s: Bridget McBride
Cost Consultant Company: Advertising Production Resources (APR)
Agency: Goodby Silverstein & Partners
Production Company: MJZ
Director: Nick Ball
End Animation Company: BUCK
Editorial Company: Union Editorial
Audio and Sound Design Company: Lime Studios
Music Supervision: Songs for Film & T.V.
Licensed Music – Dog. Car. Window.
Song: Ride Like The Wind
VFX Company: Untold Studios
Color Grading Company: Company 3, London
39 Comments
Great choice of music
Joyous
I can’t wait to see the sh*tstorm about this one. *Grabs packet of Smiths chips
Ah, the old US agency making work for Australia that doesn’t feel Australian. Dig the concept though but feel like Joy is Cadbury’s
Had me at dogs.
I think it’s great, but by channelling Mojo, I think it could be perfect.
How? Simple.
Mo and Jo would’ve included the brand name in the list.
Sun. Surf. Beach. Smiths.
Dog. Car. Window. Smiths.
Home. TV. Footy. Smiths.
By including the brand name in the list it becomes a lyric to a song and is more memorable.
That way the brand isn’t the answer to the idea it is the idea.
[Regardless, wish I’d done it]
Jesus Christ, who actually credits their procurement consultants?
Must be a Lays rework.
Great campaign. More like this please.
Boring
Cadbury’s did ‘Joy’ better.
https://www.youtube.com/watch?v=q-isDCuMbB4
Solid, if well worn, insight and lovely creative execution. And people bloody love animals. This will be an ad that people notice and remember. Good work to all involved.
Already. Forgotten. This.
Pointing at one of the single greatest ads of all time and saying ‘well, it’s not as good as this’ is the behaviour of a moron.
What’s the relationship between special and goodby?
You missed one small thing in your channelling Mojo exercise.
One tiny, but important element that would have differentiated their version from yours.
Their idea would have been good.
As generic as the day is long.
lolllllllllllll
Kelloggs did it better with Snap.Crackel.Pop. At least the idea came out of the product.
This looks like a planners film.
That’s all modern marketers care about these days.
Amazing they had to go to the US for such mediocrity.
It’s nice to see they finally given up on the relentless goal to be the chip that brings people together in the moment. That last moments ad they did was horrendous.
The single mindedness of simple joys from a simple chip is great. Finally not taking themselves too seriously. Yes Joy is probably taken, but the idea behind this is not just Joy, it’s that sometimes the most joyful things are lifes most simple.
we took an iconic Aussie brand and gave it to an american agency to execute. pepsico in a nutshell.
this is a global campaign for pepsico… who is based in the us…
plus if you’ve ever worked for a big client and not some yokels you would know they all have had boring mandatories for yonks
Agree with losing the connections thing. Utter US nonsense… unsurprisingly.
Yeah, nah.
Just because it’s moved away from something bad, doesn’t make it good.
Going for joy and realising they’ll never do it better makes it very hard. This exact execution has been done
Feels like an ad for dog food. Like the dogs are coming to eat the chips. Like these chips are for dogs.
Good spot. Nice line. Why cast an American car tho? Where’s the Suburu Brumby?
I AGREE!!!! it’s just like how the cadbury gorilla made me think chocolate is for monkey and not human!!!!!!
It’s called trans creation and will be rebranded as it moves across the world. But regardless it’s a wonderfully simple construct and executed very nicely indeed.
You two are surely clients.Your puerile comments are dead giveaway.
‘Made me think chocolate is for monkey’
God help us .
‘Another One Bites The Grass’ is a book worth reading!
Cadbury Joy dogs riding in car shot in slow motion is very similar to Smiths Joy dogs riding in car in slow motion.
you know the second comment was being sarcastic right?
also, love the disdain you show for clients, really nice
Alas, fmcg continues to lose its edge
Have worked on Auto in Australia previously and unrestrained dogs in cars was always a red flag for getting clearance with CAD, so just wondering how they got this one through or if it’s a global edit (have worked on those too) have they understood the local requirements for Australia and checked they comply? I seem to remember Apple getting an ad pulled a while back as the seatbelt wasn’t visible on the passenger, so I’d imagine if anyone complains it will be upheld and the ad removed or costly edit. Here’s what the rules currently state https://www.edogaustralia.com.au/blogs/edog-lets-us-help-you-train/dog-restraint-laws-you-need-to-know#:~:text=The%20dog%20cannot%20be%20on,it's%20unrestrained%20in%20your%20vehicle.
where is the rest of them?
Really enjoyed this.