Meijer
EMERGE FROM WINTER SLUMBER WITH MEIJER SPRING ESSENTIALS
Meijer, a supercenter with locations in Michigan, Ohio, Indiana, Illinois, and Kentucky, plays a significant role in the Midwest during spring (IYKYK). As families emerge from the winter chill, eager to reconnect and rediscover the outdoors, our television advertisements position Meijer as the go-to destination for gearing up for spring and celebrating Easter.
"It's Here" :30
"This Meijer commercial just depicted what really happens when the warm weather comes to Michigan #thankyoujesus lol"
Blvck_ginger
@NNYLEIROC
The First Concept...
My husband, having lived in upper Michigan for several years, often talked about the seemingly endless winters there. The arrival of spring was always a significant event. After winning the Meijer account, our team was given the challenge of capturing this experience and illustrating how Meijer helps Midwest families emerge from their winter hibernation. This was our first major project. We arranged a call with the client to present our concepts.
"How about a guy who’s in a winter trance, shoveling his driveway that no longer has snow because it’s now spring?"
After much lively discussion, the client agreed they loved the direction. During the meeting, our group creative director scribbled a note and passed it to us: "Clusterfuck. BUT you just sold our 1st spot!!!"
...Sells the Second Concept
We had successfully pitched our spring spot. During the same meeting, the client expressed a desire for an Easter spot and requested concepts to be presented the next day so both could be shot simultaneously. The pressure was on.
Our team regrouped the following morning and brainstormed. We agreed that Easter, like Thanksgiving, is a time to gather loved ones and prepare elaborate meals. We envisioned tables overflowing with deviled eggs, vibrant salads, an array of desserts, steamed carrots, asparagus, green beans, and, of course, the quintessential Easter ham. With our culinarily gifted and ambitious family members, our holiday tables were always packed to the point of excess.
We now had our idea for the Easter spot, which would require extensive food preparation and meticulous tabletop choreography.
"Make Room" :30
Production
Location
We couldn't film in the Midwest because it was still winter and covered in snow at the time of production. Instead, we filmed "It's Spring" in season-neutral Pasadena, at a residence frequently used for TV, movie, and commercial productions. We took care to avoid showing any non-Midwest geographic elements, such as palm trees or mountains. Although it appears that the spring neighbors telling Steve it's spring were just across the street, we shot those scenes at a different location. We dyed the grass on the front lawn green to make it look more lush and spring-like, which ended up turning our shoes green.
Props
All glassware, clothing, and merchandise were shipped from Meijer, as there are no Meijer stores in California. For "Make Room," we hung family portraits of the actual actors at the table on the walls.
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Talent
Our talent had appeared on TV shows such as Desperate Housewives, Modern Family, CSI and some were just getting their start. We casted Julia Campbell as the mother with the ham in "Make Room." Campbell is best known for her role as mean girl Christie Masters-Christensen, in Romy and Michele's High School Reunion.
For the grandmother in "Make Room," we casted Patty McCormack known best for her performance as the title character in Maxwell Anderson's 1956 psychological drama The Bad Seed, as Pat Nixon in 2008's Frost/Nixon, and as Anne Brookes in the Three's Company spinoff The Ropers.
The phone-obsessed teen was played by Mary-Jessica Pitts (Hancock and Modern Family).
© 2024 J.D. Humphreys