PREGO – "Pour It On Thick"

I had the opportunity to work on enhancing Prego's existing spots starring Cecily Strong. Although the commercials were already airing, the client wanted to make some changes to improve the product's recognizability. They felt that the response wasn't quite hitting the mark, so they approached us to explore adding kinetic typography to inject some energy into the lyrics.

We focused on incorporating dynamic supers that emphasized thickness. For the Broadway version, we highlighted phrases like "Thick Like Homemade" and "Pour It On Thick." In the Disco version, we featured "Thick Sauce" and "Pour It On Thick." To capture the desired style, the client shared reference videos from Taylor Swift, Duke Dumont, and The Chainsmokers.

In the end, one of the Disco treatments, specifically the "Thick Sauce" tracking, was chosen for broadcast instead of the original version. These examples perfectly illustrate the power of animated and integrated typography in reinforcing messaging and delivering those unforgettable moments.

By infusing the visuals with lively typography, we helped Prego elevate its commercials, making them more impactful and memorable. Specific metrics on sales or measurable impact are not publicly detailed, but the creative effort succeeded in breaking conventional advertising norms for pasta sauces and made the brand stand out in its category. It was a successful effort to boost brand appeal, particularly among younger audiences. 

Client: Campbell's Prego
Agency: Leo Burnett
Role: Animator
Additional Credits: Aaron Porzel - editor, Rachel Cohen - producer
Software: After Effects