Emerald Nuts commercials get even nuttier Until his death in October, Robert Goulet was the guy who messed with your stuff while you languished in an Emerald Nuts-less, mid-afternoon, low-energy stupor. Deprived of its charismatic star, Goodby, Silverstein & Partners takes the campaign into even stranger territory this year. In the latest spots, Goulet is replaced by the models from the “Addicted to Love” video and by Swiss Family Robinson. Both are at least as mischievous as Goulet was, but maybe not quite as charming. —Posted by Tim Nudd

January 2, 2008 in Nudd | Permalink

Comments

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This just seems like one of those situations where the client said "well, it IS Goodby after all" and went with the campaign. This campaign makes no sense at all to me. The "lift at 3 p.m." strategy makes sense, but the Addicted to Love Girls and Swiss Family Robinson? Huh?

Posted by: Woody Hinkle | Jan 2, 2008 2:05:44 PM

I love these. the youtube versions don't seem to work, or the audio doesn't, but the ads are up on the emeraldnuts.com site. goulet was amazing, i won't compare these to that spot. but the new ones are a great evolution of the campaign. I'm an account guy, and I would sell the hell out of these to the client, because as silly as they are, they actually make sense and are on brief.

Posted by: James Blake | Jan 2, 2008 3:15:08 PM

The "Addicted To Love" girls one is brilliant.
I wonder how many other Goulet replacement scenarios they came up with before settling on these two.

Posted by: Tangerine Toad | Jan 2, 2008 3:30:03 PM

The YouTube videos have been fixed.

Posted by: Tim Nudd | Jan 2, 2008 4:11:23 PM

"Brilliant"?

This is advertising, folks. ADVERTISING.

Posted by: Give me a break. | Jan 2, 2008 6:34:04 PM

Brilliant why?
1. Based on a rational selling point - "stay sharp at 3 with extra energy."
2. Memorable creative - exaggerated hyperbolic benefit resonates with the target.
3. Consistent with the brand image.

Hey, 'gimme a break' maybe you should do what 90% of this industry needs to do and spend 4 years of your life in ad school learning about what advertising IS. It's people like you that stand in the way of good work.

Posted by: ShadowCD | Jan 3, 2008 9:53:23 PM

But does it sell product?

Ah, that's the true test of a brilliant ad.

Posted by: lonevoice | Sep 28, 2008 3:22:59 PM

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