| Title | Sumo |
| Agency | Silver + Partners |
| Campaign | Pints Personified - Ben & Jerry's |
| Advertiser | Unilever |
| Brand | Ben & Jerry's |
| Posted | November 2006 |
| Product | Chubby Hubby |
| Business Sector | Ice Cream |
| Story | Four Ben & Jerrys Ice Cream flavors take on new, humanized personalities in a television campaign created by advertising agency Amalgamated and LAIKA/house stop-motion animation guru Mark Gustafson. The 15-second spots air nationally. |
| Philosophy | Using an intricate set of mirrors and colors, the production crew rigged a moving system of lighting to illuminate the surface from below the horizon. For about eight weeks, LAIKA/house production staff worked on multiple stages shooting each frame of the 4 spot-motion spots. CG effects were added only to Tumble, the commercial for ice cream flavor Cherry Garcia, to simulate the falling of cherries. The spot is about a tie-wearing businessman dreamily eating cherries takes a fall off a cliff, tumbles down the hillside and lands at bottom transformed into a tie-dye wearing rock icon Jerry Garcia look-a-like. |
| Problem | Like in most stop-motion pieces, creative problem solving was necessary to perfect life-like resemblances of natural objects. In Boat, the ocean beneath the dinghy had to roll like a real ocean even though it was actually painted fake fur. |
| Result | In Boat, the commercial created for Phish Food, two friends are seen casually rowing their dinghy (Los Amigos) in shark-infested waters. One of the pair decides to take a swim. Ironically, his helpful companion is concerned for the would-be-swimmers safety and recommends using a life jacket. As hes about to step off the boat into the dangerous sea, the Phish Food logo on the ice cream pint fills the TV screen. |
| Media Type | Television |
| Length | |
| Market | United States |
| Agency Producer | Erika Best |
| Art Director | Jason Gaboriau |
| Director | Mark Gustafson |
| Production Company Producer | Lourri Hammack |
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