So Sunny Delight has this terrible song in their new commercials with lyrics that go a little something like this “Shine onnnn, Shiiiinnee onnnn.” I believe that’s the entirety of the song. Well hold it right there, we’ve got the makings of an ad campaign face off because Jimmy Dean has been using “Shine on” as their tagline for quite some time now.
As unofficial arbitrator of this head-to-head battle I award Jimmy Dean the point on this one.
First, Jimmy Dean’s commercials are not only infinitely better than Sunny D’s (not a high bar there), but they’re really, really smart. The art direction on the print ads is a nice reinterpretation that evokes the commercials without trying to replicate them. Nicely done. Plus, they make use of costumed people which, though I can think of no examples off the top of my head, is a trend I somehow believe is gaining real traction.
Second, Jimmy Dean told all the haters where they could put it when they said that not using the real life Jimmy Dean as the star of his eponymous sausage commercials was a bad idea. To my knowledge Sunny D has had no such triumphs. In fact, the only Sunny D commercials I could find on youtube are from the 80s and are there purely for comedic effect.
Finally, Sunny D and Jimmy Dean sausages are more than likely both fake foods, but Sunny D seems more fake. (In other news, since when did Capri Sun start marketing itself as a breakfast drink. Come on, America, I think we can do a little better than that.)
Tags: great ads, Inspiration