WONGDOODY today launched the first-ever national ad campaign for Papa Murphy’s. Titled “Papa Murphy’s Law,” the campaign aims to accelerate the company’s growth as a national brand while highlighting its connection with families – using the Murphy’s Law concept to illustrate the relatable chaos of parenthood. The campaign launches today with :30 TV spot “Chaos,” and will also include radio, digital, and social media components rolling out throughout February.

The “Papa Murphy’s Law” campaign puts a humorous spin on the familiar Murphy’s Law adage: anything that can go wrong will go wrong. Appealing to busy parents, TV spot “Chaos” illustrates a frenzied household scene – including finger painting on the walls, an explosion of bean bag filling, and a cereal fight – and how Papa Murphy’s can help provide some solace. With fresh ingredients and no prep, Papa Murphy’s fresh, bake-at-home pizzas can alleviate some household mayhem – at least at dinnertime.

“Our work has always positioned Papa Murphy’s as a solution to the everyday stresses of parenthood. But to position the brand directly against the full-on chaos of Murphy’s law generates the kind of brand equity and memorability we wanted for a national launch,” said Tracy Wong, Chairman and Co-Founder of WONGDOODY. “It was a real treat to be able to create this work. The messier, the better. We believe this campaign will really resonate with families.”

“For years WONGDOODY has been a fantastic partner and once again they delivered a home run with our first national push," said Steve Garbett, Sr. Director, Creative Services of Papa Murphy’s International. “This campaign gives parents something they can both identify with and laugh about. We’re excited to highlight our unique strengths with families nationwide.”

Credits: Papa Murphy’s Law “Chaos” Air Date: January 23, 2017 Client: Papa Murphy’s International CMO: Brandon Solano Senior Director Creative Services: Steve Garbett Senior Marketing Manager: Jihae Hefeneider AGENCY: WONGDOODY Chairman/ECD: Tracy Wong Creative Director: Jennie Moore ACD: Mishy Cass Art Director: Patrick Moore Copywriter: Mike Houston Executive Producer: Steph Huske Broadcast Producer: Leigh Eckert Managing Director: Knox Duncan Associate Director Strategy: Lori Hicks Senior Account Manager: Paula Branvold Senior Account Executive: Samantha Sidwell Senior Editor: James Whittington Editor: Bret Weeks Editor: Chris Ophoven PRODUCTION PARTNERS: Iconoclast (Culver City, CA) Director: Matthew Frost Director of Photography: Glynn Speeckaert Managing Director/EP: Charles-Marie Anthonioz Executive Producer: Valerie Romer Producer: Laurie Boccaccio HEARby Sound (Seattle, WA) John Buroker Pinata Post (Portland, OR) George Costakis SOUTH (Santa Monica, CA) Music: Bach's Cello Suite No. 1
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