• SUMMER 2020
  • COVID PRODUCTION

Being a parent requires saying a lot of “No’s” to your kids. But now with Pillsbury’s new safe-to-eat-raw cookie dough, parents can finally say the one word they look forward to saying more than any other. And that word is “Yes.”

  • SUMMER 2020
  • COVID PRODUCTION

“It Feels Good To Say Yes” is based on a universal parenting truth, releasing a century-old cultural tension: eating raw cookie dough was always a major no-no. It’s about the joy of permission and what happens when mom finally feels free to give it.

In this campaign, we give parents an all-too-relatable look at the myriad things they have to say “No” to throughout their lives. Our montage of “No’s” (set to the ear-wormy sounds of “Nobody But Me,” the 60’s one-hit-wonder by The Human Beinz), ultimately culminates in a mom finally saying “Yes” to what was always the ultimate no-no: eating cookie dough before it’s baked.

While the campaign itself was birthed before COVID-19, the production took place right in the midst of quarantine mandates. This meant the entire process was done remotely. Luckily, the concept lent itself perfectly to the situation. Together with our director and production company, we identified a diverse cast of 5 families, each with a DP parent who could shoot his/her own kids and spouse in his/her own home, without the need for any additional production personnel.

Over the span of nearly a week, each DP was given a variety of moments to capture — both scripted and unscripted “No!” moments, along with a “Yes!” Pillsbury cookie dough-eating moment. Some scenes were supervised by the director and agency over Zoom, while many more were captured by our DPs on their families’ own schedules following the boards/vision our director had laid out. We ended up with tons of excellent footage and photos (way more than we could use). And because it was all shot with real families in their actual homes, the campaign ultimately felt even more authentic than we could have anticipated with a traditional shoot.

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