L.A-based conceptual design studio Buster has created two new animated ads featuring classic syrup matriarch, Mrs. Butterworth. Buster’s new 2008 version of the toon spokeswoman stars in an ad for Butterworth syrup as well as a creative spot for Geico insurance. Jonas Morganstein, Buster’s executive creative director, oversaw the concurrent animation projects. Buster’s Geico Insurance spot, in which ‘Mrs. Butterworth’ appears as an insurance ‘spokes-character,’ was for client The Martin Agency.
Morganstein said, ‘When Merkley came to us to relaunch the brand in 2007, Mrs. Butterworth hadn’t talked or even giggled in over a decade. We literally rebuilt her’updating her personality to be more contemporary and yet retaining the core character traits that make her an indelible part of our popular culture’our most famous advertising spokesperson. After her 2007 rebirth, 2008 was a victory for Mrs. B, starring in two concurrent campaigns simultaneously. She’s back and as thick ‘n rich as ever. It was Buster’s honor to help Mrs. B regain her spotlight as America’s premiere advertising icon.’
Bob Meagher, Senior VP/Senior Copywriter for The Martin Agency said, ‘We chose Buster for this project because they were the same people who animated ‘Mrs. Butterworth’ for Pinnacle Foods last year, and, as such, are now the ‘source’ of the real ‘Mrs. Butterworth’ character,’ says Bob Meagher, senior VP/senior copywriter for The Martin Agency, Buster’s client. ‘We were very pleased’and surprised’how fast Buster was able to contribute this lifelike CG character for our spot. A favorite moment is the last line from the spot, when the Geico logo appears right over top of Mrs. Butterworth and she quips, ‘Oh, dear, someone has put a logo right over my face.’ ‘
Buster’s Kurt Spenser, director of the three 30-second Butterworth spots, notes, ‘We realized how successful the campaign had become when we were in casting and some of the child actors were expecting the bottle to actually talk to them. It’s always a fun challenge to create a connection between young actors and a not-yet-talking bottle of syrup.’
Buster was launched in 2004 by co-presidents Brad Roth and Mark Feldstein as a division of their ad agency Stun Creative. Led by exec creative director Morganstein, Buster provides its clients (FX, Discovery Channel, ABC, Fox, Bravo and the Sundance Channel to name a few) with a one-stop solution, by developing and delivering dynamic ideas driven by innovative imagery.
You can check out the new Mrs. Butterworth commercials at http://busterdesign.tv/client/post/twobutterworths.html