John Cena is not a great actor. I can safely say that since, well, he is nowhere around and I’m in the confines of my apartment!
That said, the wrestler-turned-TV-star-turned Hefty spokesman sure is likable.
And it’s his “Dwayne Johnson” likability that bodyslams any other spots this week and places these new Hefty trash bag spots, from Havas Chicago, into RAW.
Not WWE RAW. Reel Chicago RAW!
Starring Cena and… his mom, Carol Cena, the two demonstrate in hilarious fashion that not only does Mom know some rad wrestling moves but she is also painfully aware that Lake Forest, Illinois-based Hefty is a far stronger garbage bag than the wimpy competition. Looking at you, Glad!
In the new spot below, an unsuspecting customer peruses the trash-bag aisle in a grocery store. When he dares to pick up a box of clearly marked “Wimpy”-branded bags, Mrs. C steps in, well actually leaps on him, gets the poor schlep in a headlock and wrestles him to the floor. These are moves worthy of a cage match!
Baby boy John steps in with a rack of ribs to explain to the pinned loser that Mom is right.
“The first campaign was really successful and we wanted to continue its momentum and continue the authentic connection Hefty consumers had with Cena,” Jason Peterson, chairman and Chief Creative Officer of Havas Creative, U.S., said in an Adweek article.
A second humorous spot features a group of wives who meet Cena in the same aisle. Cena’s charm and good looks are expectedly used as the punch line, but it still works well.
According to Cena in Adweek, he was beyond pleased with Carol’s debut as an actor, “I couldn’t have asked for a better co-star than my mom. She has an amazing sense of humor and is the epitome of a strong woman having raised five boys.”
Mom and son working together to sell Hefty. It’s nowhere near a wimpy concept. In fact, it’s pretty strong. And that’s why it’s RAW for this week.
Chief Creative Officer, N.A: Jason Peterson
Group Creative Director: École Weinstein
Copywriter(s): Matt Bush, Alexis Carr
Art director(s): Nat Loehr
Head of Production, N.A: Dave Evans
Executive Producer: Bridgette Whisnant
Sr. Business Affairs Manager: Bonnie Hamilton
Managing Director: Lisa Evia
Account Supervisor: Kristy Huges
Assistant Account Executive: Matt McManus
Project Manager: Katelin Randall
Strategy: Michelle Gerstin, Martin Vogts
Media VP Account Director: Shawn Mulroney
Media Supervisor: Amanda Smidt
Media Planner: Kamila Kowalczuk, Denise Alvarez
Production Company: Smuggler – Los Angeles
Director: Renny Maslow
Executive Producer: Drew Santarsiero
Line Producer: Rhonda Vernet
Director of Photography: Bob Yeoman
Editorial Company: Whitehouse Post, Studio 6 – Chicago
Sr. Editor: Dan Zabinski
Asst. Editor Travis Hockswender
Sr. Audio Engineer: Todd Beee Studio 6 Chicago
Executive Producer: Lauren Shawe Studio 6 Chicago
Post Producer: Kara Weinert Studio 6 Chicago, Natalie Ksiazek/Grace Tober – The Mill, Lauren Connolly – Whitehouse Post Chicago
Colorist, company: Mike Pehanich The Mill
Conform Artist, Company: Jamin Clutcher The Mill
Graphic Artist, Company: Stephanie Dewhirst + Gabriel Thomas Ayache
Music Composer, Company: Marmoset
Think you have a spot or campaign for Raw? Submit to firstname.lastname@example.org.