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The Dannon Co.’s first-ever Super Bowl yogurt commercial will feature Dannon Oikos Greek yogurt and actor John Stamos.
The Dannon Oikos advertisement will run during the third quarter of Super Bowl XLVI and will also be released on the Dannon Oikos Facebook and YouTube pages as part of a fully-integrated marketing campaign. Stamos appeared in the previous Dannon Oikos’ TV commercial, the first for the brand, which debuted in August 2011.
In addition to bringing better-for-you food to the biggest single television event of the year, Dannon chose a unique approach to creating the ad. The commercial was crowdsourced among a select group of top talent in collaboration with Poptent, the crowdsourced video production company.
Crowdsourcing is the process of sourcing tasks traditionally performed by specific individuals to a group of people or community (crowd) through an open call or, in the case of Dannon, a member-only call. The member-only crowdsourced campaign was conducted privately in keeping with the tradition of secrecy and surprise of Super Bowl advertising.
“Greek yogurt now accounts for more than one quarter of the entire U.S. yogurt market. Americans continue to crave Greek yogurt and demand continues to grow as we see a shift in the way that Americans enjoy yogurt. We make what is possibly the best tasting yogurt in the world with Dannon Oikos and now is the perfect time to highlight this delicious and nutritious snack in our Super Bowl ad,” said Sergio Fuster, Dannon’s SVP of marketing. “We are preparing some very memorable advertising that emphasizes just how good it is, and we’ve invested in production capacity to meet anticipated increased demand.”
Director Remy Neymarc, 21, and his brother, Andrew, 23, submitted a concept that was selected from the a privately crowdsourced Poptent community submission process in response to Dannon’s creative brief posted via the Poptent.net community in mid-2011. Remy is possibly the youngest professional director in the history of Super Bowl advertising. Dannon has submitted an application to the Guinness World Records to secure this historic milestone.
Remy began working as a professional photographer at age 17 and quickly transitioned to filmmaking with his brother, Andrew, to pursue their strong passion for storytelling. The two brothers are self-taught, have no formal film education and work with a mentality that nothing is impossible.
“Working with Dannon on the Dannon Oikos commercial has been a fantastic experience,” said Remy Neymarc. “I’m honored to have the opportunity for my work to be represented during TV’s single most watched event. It was a thrill to be selected via Poptent to work with a globally respected brand like Dannon.”
White Plains, N.Y.-based Dannon has plants in Minster, Ohio, Fort Worth, Texas, and West Jordan, Utah, that make about 100 different types of flavors, styles and sizes of cultured fresh dairy products.