Kermit The Frog kept his new love secret long enough.
Now that he’s gone public, he can release his latest love song:
A middle eastern serenade based on the original soundtrack and Israeli hit “Denise What will be with You”.
Kermit knows: the hottest girls are called Denise.
The story behind the original video clip:
A few days ago we launched the clip “Denis What Will Be With You”
which broke the internet.
The clip which was an unbranded music video for Unilever’s Branflakes cereal brand.
* garnered over a million views in less than 24 hours,
* went straight into MTV’s Israeli playlist
* became the number 1 clip and ringtone in the iTunes library (in just 48 hours)
* now tops the country’s viral video ranking
* has been covered by all Israeli news outlets
* is being played on all Israeli radio stations nonstop (we’re not paying for it!).
“Denis(e)” is a character we created as presenter for Unilever’s Branflakes cereal – a cereal brand targeted at women
whose USP is like most women’s’ cereals, “watching after your diet”.
The twist is that Denise (a wedding singer:
by trade) is in fact a man. Being sick of all those ads boasting perfectly proportioned women (who really don’t need to lose an inch of weight), the agency created a few years back, a character that could voice all “normal proportioned sized women’s concerns” while also taking the sting out of the drop weight/lose weight/look-after-your-weight monologue.
The character that emanates is that of an obnoxious, weight-challenged, loud and totally lovable drag queen obsessed with Branflakes.
A character the whole country has come to love, adore and associate with the brand.
Over the years Israelis have seen our beloved Denise gravitate towards stardom, being invited to sing at a Health Spa and even go on a European Tour
Now she has released her next big summer hit “Denis What Will Be With You” – a song about the struggle of being a perfect size 10.
A Diva with an attitude – Denise even takes the liberty to tell Beyonce to eat her hat.
It’s a great story in our minds of the power branded content has and an excellent example of how brand messaging and advertising has changed to provide consumers with content they are not only happy to consume but share as well.
Credits:
Advertising Agency: BBR Saatchi & Saatchi
Creative Concept: Dorit Gvilli, Ilan Peled & Ohav Flantz
Artist: Ilan Peled a.k.a “Denis”
Director: Ohav Flantz
Music composition & arrangement & production: Henree
Director of Photography: Shahar Reznik
Choreographer: Claude Dadia
Post Production: Nuance Creative House
Design: Lior Arditi & Evgeny Kobuziatski
Special Effects & Animation: Yuval Meron
Creative Director: Avi Haltovsky
Make-up & Hair: Omer Asaf
Producers: Dorit Gvilli, Doron Lahav & Udi Efrat
CEO: Yossi Lubaton
Client Supervisor: Michal Popov
Creative Director: Eran Nir
Copywriter: Ran Even
Copywriter: Eyal Padan
Art Director: Uri Hasson
VP Strategic Planning: Shai Nissenboim
Strategic Planner: Ronni Arisson & Roiee Gortler
Strategic Planning Information Specialist: Eva Hasson
Client: Unilever Israel – Eyal Amit & Jonathan Blum & Michal Goldman