Preston Kelly’s “Low Budget” Spot Honored in AICP Show

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The Minneapolis advertising agency’s “Butter” TV spot is in step with the economic climate and gains a spot in the Museum of Modern Art’s permanent collection.

With a very small budget, we had to get people to pay attention to the Y’s message and get them to take action. Relevant shock value has its place.

In December 2010, Preston Kelly launched a “cringe-inducing” TV spot for the YMCA of Greater St. Paul and Metropolitan Minneapolis that just garnered a win in the “Low Budget” category for this year’s The Art & Technique of the American Commercial show, sponsored by the Association of Independent Commercial Producers (AICP). Aimed at inspiring people to fight the post-holiday bulge and reengage with their health, the commercial features a woman camped out on her couch, decadently eating a stick of raw butter while Patsy Cline croons “You made me love you” in the background.

“The average person gains four to seven pounds over the holidays,” said Chris Preston, Executive Vice President and Creative Director at Preston Kelly. “With a very small budget, we had to get people to pay attention to the Y’s message and get them to take action. Relevant shock value has its place.”

Each year, the honored work in the AICP Show is collected into the Department of Film’s archive at New York’s Museum of Modern Art, and Preston Kelly’s “Butter” spot will now join the department’s nearly 1,500 pieces of motion image advertising.

On the morning of June 8,the Today show also featured the commercial during a segment with AICP President and CEO Matt Miller, who told Matt Lauer, “It takes a lot to gross our industry out, but last night when this screened, there were groans in the audience. This shows what you can do in the low-budget category—it shows a simple idea that can actually be effective.”

Joining the ranks of heavy-hitters such as Proctor & Gamble’s “Old Spice Guy” spots, Nike’s “Write the Future” video and Volkswagen’s Super Bowl wonder “The Force,” the Y’s “Butter” spot will be featured in the AICP Show, a travelling screening of this year’s winners, which will air in Minneapolis on October 10. All of the winners were selected by a panel of more than 300 judges from across the country and a Curatorial Committee comprised of distinguished industry members from advertising agencies, production companies and editorial companies, among a host of others.

To watch the Today show segment, please follow this link: http://today.msnbc.msn.com/id/26184891/#43323558.

About Preston Kelly
Preston Kelly is a full-service, independent agency that creates iconic ideas for its clients, including financial services, insurance, restaurant, consumer packaged goods, outdoor recreation, retail and gaming. In addition to being selected as Advertising Age’s Midwest Small Agency of the Year in 2010, Preston Kelly earned finalist honors in the MPA Kelly Awards and One Show, and was featured in Communication Arts. The agency also took top honors for Integrated Campaign of the Year in the 2010 Radio Mercury Awards. In the last five years, the agency has won several Effies—a top marketing award that honors outstanding results. Preston Kelly is a member of Worldwide Partners, the world’s largest network of independent marketing and communications firms. To learn more about Preston Kelly, visit http://www.prestonkelly.com, become a fan on Facebook at http://www.facebook.com/prestonkellyagency or join the conversation on Twitter at http://www.twitter.com/prestonkelly. You can also read our musings on the latest trends in advertising at http://www.prestonkelly.com/blog.

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Preston Kelly
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