SpecialGuest Channels the Power of Song for Quirky Stop-motion Juice Ad

Frooti, India’s best-selling mango drink, introduces a new commercial created by collaborators SpecialGuest and Sagmeister & Walsh. Leading Frooti’s rebrand campaign, Sagmeister & Walsh tapped agency SpecialGuest to helm the stop-motion TV commercial portion of the campaign that will also include experiential, out of home, logo development, new packaging, a new website, print and social materials.

SpecialGuest’s eye-catching, animated :50, “Power of Song,” was orchestrated by Executive Creative Director Aaron Duffy along with Sagmeister & Walsh Partner, Jessica Walsh. 1stAveMachine Director Marc Reisbig and Stoopid Buddy Stoodios brought the stop motion to life. Set to bright, up-tempo original music by Amit Trivedi, the spot features an animated miniature of Bollywood superstar and long-time Frooti spokesman Shah Rukh Khan. In a surreal scenario, a handful of ambitious, miniature people discover a colossal mango and make comical failed attempts to transform it into a drink. Then, Shah Rukh Khan appears and lends his voice, uniting the group in song to lift and liquify the massive mango, creating a towering Frooti bottle. The piece is deftly executed, especially for its audience in India where stop-motion advertising is not commonly seen.

“I loved working in strategic and creative partnership with Frooti CMO Nadia Chauhan and Jessica Walsh at Sagmeister & Walsh, making an absurdly ear and eye-catching little film, and most of all having fun while creating something effective,” noted Duffy.

“Power of Song” follows a string of impressive creative projects from SpecialGuest. The agency recently delivered brand and commercial projects for Facebook, Qualcomm, TSMC, SquareSpace, and Google, and an MTV VMA-winning music video for OK Go’s “The Writing’s on the Wall.”