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It Took Three Child Actors to Get This Scene Right in the New Garanimals Ad

Опубликовал: azaryan75 в Advertising - Вс, 09 октября 2016

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Working with toddlers in commercials can be tough. Sometimes, the wee thespians just can't take direction. In these cases, alas, the kid most definitely does not stay in the picture. David Bernstein, chief creative officer at The Gate Worldwide, and his team faced just such a challenge as they shot new spots for iconic children's clothing brand Garanimals.



The apparel has been sold exclusively by Walmart since 2008, and the new ads introduce the line "Big on cute. Small on price," because Garanimals items start at less than $4.



"Everybody remembers Garanimals" from the brand's 1970/'80s heyday, Bernstein says. In that era, the colorful tops and bottoms could be easily mixed and matched by youngsters based on which critters appeared on the items' hangtags. (Those tags were discontinued when the label began specializing in clothes for newborns and the 5T set.)



"Even first-time moms have probably been exposed and maybe even have worn the brand as a child," says Bernstein. "Part of our target audience live in multi-generational homes. The media strategy and selected programming allows one generation to remind the other about the brand and to speak of its virtues."



To facilitate production when working with kids, "You always cast several actors for the day of the shoot," he adds, "because they don't always want to act on the day of the shoot."


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It Took Three Child Actors to Get This Scene Right in the New Garanimals Ad


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