Ad of the Day: Philadelphia spreads friendship in this touching spot
It’s a new global brand purpose and position for the cream cheese brand.
Philadelphia is leaning into its ‘comfort food’ side with a new ad that focuses on the ups and downs of a friendship. In the spot, viewers see two young girls bond over the cheesy snack and throughout the years how it remains a constant in their lives (even through dodgy haircuts and marriages).
It’s the work of creative agency Ogilvy UK, drawing upon research done by its behavioral science team that found that the brand is seen as comforting and there whenever consumers want to create something simple yet delicious.
As part of the design landscape, the team created a new global typeface, identity system and art direction based on the idea that Philadelphia is a friend to food. The team crafted a new font humorously named ‘Mmm Sans’.
On the project, executive creative director Jules Chalkley said: “Friendships define us. But overwhelmed by devices, platforms and noise friendships are in crisis. It has never been more crucial to appreciate and celebrate those around us that make us feel seen, heard, sane, loved and cheerful. ’You’ve Got a Friend in Philly’ is a campaign for our chosen family, leveraging craft, creativity and science to create impact.”
The campaign will run across TV, cinema and social media in the UK from this week.
Credits
Mondelēz
Senior director marketing: Vanessa Harrer
Head of Philadelphia equity and strategy: Derya Seyman
Brand equity manager: Chiara Ziboni
Director, strategy, insights and analytics: Krystyna Klimczak
Northern Europe insights manager: Ana Fernandez
Marketing director: Kirsten McPherson
Senior brand manager: Raphael Capitani
WPP All Star Team
Managing partner: Dani O’Donnell
Client partner: Pumie Msengana
Project director: Lily Greenwood
Project manager: Phoebe Salter
Executive creative director: Jules Chalkley
Deputy executive creative director: Sam Cartmell
Design executive creative director: Dave Towers
Designer: Joe Glover
Chief strategy officer: Jakub Hodbod
Strategy director: Hannah Wren
Ogilvy Consulting
Consulting partner: Daniel Bennett
Ogilvy UK PR & Influence
Managing Partner: Jenny McCoubrey
Influence Business Director: Stephen Farrell
PR Business Director: Katie Lassman
Production
Director: Vince Squibb
Production company: Academy
Production company producer: Dave Birchall
Edit house: The Quarry
Editors: Paul Watts & Sam Jones
Edit assistant: Christina Hill
Post-production: ETC
Colorist: Luke Morrison
Executive producer: Olly Whitworth
Producer: Olivia Jessop
VFX supervisor: David Filipe
Audio company: Bark Soho
Audio engineer: Markus Ffitch
Audio producer: Emily Garaway
Music supervision: David Bass @Theodore Music
Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.