Minute Maid Spiked x Action Bronson

Role: Sr. Designer / Ideation & Concept Development

Client: Minute Maid Spiked / Agency: GERTRUDE, INC.

In its first-ever celebrity-led campaign, created with GERTRUDE, INC, the ready-to-drink cocktail brand builds on the insight that people show up differently depending on the moment, a thinking captured in its new platform,
'For Every Side of Your Good Time.’

Few embody that better than Action Bronson - a chef, rapper, TV host, painter, and more - who fronts the work with a surreal second head growing from the back of his own. GERTRUDE's approach focused on creating an authentic alignment between brand and talent, marking the first time Minute Maid Spiked has worked with a celebrity. The team anchored the campaign in the idea of consumer "duality', bringing it to life through Action's most recognisable sides: rapper and chef.

The setting for the spots, directed by Gravy Films' Cameron Harris, is a backyard hang with friends. As 'Bam Bam' and ‘Baklava' move through the party, the viewer sees nothing but a great vibe and great food, including a doner kebab, which Action requested for the spot. At the same time, he's wearing his own-branded line of "Baklava' clothing, with the spot ending on the star's signature line:
F*ck That's Delicious.

The campaign spans film, OOH, retail, digital, and social.

Press ‘play’ to view the commercial below.