Advertising agency Humanaut is calling out extreme health and fitness gurus with “Feel the Blend, ” a new television marketing cam...
Advertising agency Humanaut is calling out extreme health and fitness gurus with “Feel the Blend,” a new television marketing campaign for NutriBullet, led by the company’s commitment to making nutrition convenient and accessible to everyone.
Launched in the U.S. and Canada across broadcast and digital, the campaign sets into motion NutriBullet’s transition from infomercial product to lifestyle brand that people can rely on to simplify nutrition. At a confounding time when so many “experts” are touting exotic potions and unrealistic rituals, the campaign seeks to bring wellness back to the basics, while resonating with today’s busy consumer base looking for simple, realistic solutions.
Following the infomercials that put “nutrient extraction” on the map, NutriBullet’s new campaign not only breaks the brand’s recent ad silence, but paves the way for the launch of its new slate of products, which include: the NutriBullet Blender Combo, the brand’s first full-size blender that takes nutrition extraction to the next level with the versatility of both a multi-serve pitcher and a single-serve cup; the NutriBullet PRO 1000, an updated and redesigned version of the brand’s most popular personal blender, the PRO 900; and the NutriBullet Select, which merges the compact design of a personal blender with the power and functionality of a full-sized machine.
“The blending culture might have seemed a little fringe 10 years ago but compared to today’s health hype drinking your fruits and vegetables is just simple nutrition advice that was way ahead of its time,” said Humanaut Founder and Chief Creative Director David Littlejohn. “All these bio-hacking and fitness trends are great if you can work them into your busy day, but here’s this super healthy thing that real people with real lives actually have time to do.” The primary target is adult women (18-45), but the work is broad-based enough to appeal to any age and gender.
Each 30-second ad opens with an outrageous online influencer outlining his or her exotic health/wellness ritual for, what is assumed, a rapt audience of online viewers. For instance, in one of the spots, “Optimizer Kate” sets out to share her 25 Step Morning Routine with fans. But before she does, thankfully, her annoying voice is blurted out by the blending sound of a NutriBullet. The screen cuts away to reveal the noise is coming from a much-more realistic scenario where two kids are circling their multitasking mom. “How about I take about a minute to drink a bunch of healthy fruit and vegetables and get out the door?” she quips at the screen, cutting through the crap. The “Feel the Blend” tagline, of course, plays homage to the extreme fitness mantra “feel the burn.”
In another ad, “J.P. the Health Warrior” attempts to coach us through his dubious 15-minute full-body ice plunge, when the sound of the NutriBullet cuts him off. The final spot features the Chakra Chic, who is about to detail her 18-step, one-hour wellness ritual, when our viewer hits the blend button. “18 steps? I’ve only got time for two steps,” she replies. “Make a healthy smoothie and drink it.” There are also 15-second versions of each execution. The work also paves the way for the 2020 launch of the NutriBullet Baby and the Magic Bullet 2.0, two of the brand’s legacy products.
“It’s no doubt that social media has played a significant role in promoting healthy lifestyles and served as a resource for people looking for new approaches to wellness,” said NutriBullet Chief Marketing Officer Jeff Cha. “And while we love that, we saw this as a fun and relevant way of reconnecting with our core fanbase while reaching new audiences that might find themselves overwhelmed with the variety, and somewhat inconceivable practices found online. We hope this serves as a reminder that nutrition can be easy, practical, and accessible to all.”
Agency: Humanaut, Chattanooga, TN (USA)
Chief Creative Director: David Littlejohn
Chief Strategy Officer: Andrew Clark
Creative Director: Nathan Dills
Associate Creative Director: Will Benham
Director of Content: Dan Jacobs
Director of Production: Tommy Wilson
Creative Producer: Samantha Crews
Account Director: Deborah Riley Draper
Copywriters: Nathan Dills, Trey Tyler, Austin Howe, Will Benham
Senior Art Director: Carrie Warren
Senior Designer: Jen Rezac
Art Director: Steven Preisman
Post Producer: Kyler Potter
Production Company: Bindery
Founder: Greg Beauchamp
Director: Jeff Chan
Executive Producer: Andrea Theodore
Producer: Jason Goldman
Director of Photography: Lance Kuhns
Table Top Unit Director of Photography: Steven Moses
Editor: Chris Hall
Color: Matt Hadley
Mix: Lane McGiboney / Outpost Pictures