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One Man's Trash Is Another Man's Treasure

One Man's Trash Is Another Man's Treasure

Natasha Smith

Natasha Smith

March 18, 2019

This new Hefty campaign is a real treasure for fans of WWE superstar John Cena. This time, a few moms (and even a grandma) are taken by his charm.

"Everyone loves to save money and to be entertained; this campaign homes in on both!"

Havas Chicago Group Account Director Jennifer Bennett and Group Creative Director Karen Goodman give us the behind-the-scenes deets on this charming (and funny) campaign from household product brand Hefty.

This campaign stars WWE superstar John Cena. How would you describe his interactions with customers and grocery store workers?

John’s a pro and always delivers. In less than two days, we shot 10 videos and captured stills in between video production.

How do these spots appeal to the target audience?

John’s very personable; his charm and quick wit connect with the audience. He’s also synonymous with strength, which is something everyone wants from their trash bags—especially those who go through a lot of them.

What feelings, wants, and needs of the consumers are these films tapping into?

Everyone loves to save money and to be entertained; this campaign homes in on both!

"The bloopers from our shoot were unreal. At one point, John was reading lines in Mandarin Chinese. Legit."

What is the primary message of these spots?

Our primary message is Hefty costs less than Glad Forceflex where sold head to head.

What’s your favorite spot in this campaign, and why?

John as the cashier in “Scored.” It gave his role a twist, and we had fun exploring all the different reactions that it could bring.

Any funny moments while making these TV commercials?

The bloopers from our shoot were unreal. At one point, John was reading lines in Mandarin Chinese. Legit.

What’s next?

We want to continue to push the narrative of how John could show up not only on broadcast TV, but in social channels, spreading an understanding of the importance of mobile-first content that feels native. Look out for more online videos.

"Everyone loves to save money and to be entertained; this campaign homes in on both!"

Havas Chicago Group Account Director Jennifer Bennett and Group Creative Director Karen Goodman give us the behind-the-scenes deets on this charming (and funny) campaign from household product brand Hefty.

This campaign stars WWE superstar John Cena. How would you describe his interactions with customers and grocery store workers?

John’s a pro and always delivers. In less than two days, we shot 10 videos and captured stills in between video production.

How do these spots appeal to the target audience?

John’s very personable; his charm and quick wit connect with the audience. He’s also synonymous with strength, which is something everyone wants from their trash bags—especially those who go through a lot of them.

What feelings, wants, and needs of the consumers are these films tapping into?

Everyone loves to save money and to be entertained; this campaign homes in on both!

"The bloopers from our shoot were unreal. At one point, John was reading lines in Mandarin Chinese. Legit."

What is the primary message of these spots?

Our primary message is Hefty costs less than Glad Forceflex where sold head to head.

What’s your favorite spot in this campaign, and why?

John as the cashier in “Scored.” It gave his role a twist, and we had fun exploring all the different reactions that it could bring.

Any funny moments while making these TV commercials?

The bloopers from our shoot were unreal. At one point, John was reading lines in Mandarin Chinese. Legit.

What’s next?

We want to continue to push the narrative of how John could show up not only on broadcast TV, but in social channels, spreading an understanding of the importance of mobile-first content that feels native. Look out for more online videos.

Natasha Smith is the strategic communications manager for Havas Group. She happily represents 404 in the 212.

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