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Paul B. Cummings Directs “#DinnerWithGoop” Campaign Featuring Comedian Jenny Yang via Edelman

Actor-activist Jenny Yang partnered with Ajinomoto to bring to light some of the misconceptions about MSG and highlight how to eat clean based on scientific evidence.

Directed by Paul B. Cummings, the spot opens with Yang conceding that she’s willing to delve into the Goop buzz and try their many recommendations for healthy living including red-light therapy and beet cocktails. Yang goes on to detail some of the issues with Goop and other brands arbitrarily deciding that her grandma’s red braised pork belly is less “clean” than your grandma’s chicken pot pie. 

The spot concludes with Yang’s invitation to the “Goop Goddess” to join her for an MSG-based feast and take a fresh look at ‘clean eating.’

Agency: Edelman

ECD: Jesse Suchmann

CD: Conor Hogan

AD: Madelyn Fetzko

Jasen Wong: Senior Copywriter

Group EP: Ari Pomerantz

Senior Producer: Gina LoPinto

EVP: Jennifer Horowitz

VP: Stephanie Walker

Senior Account Sup: Victoria Kwan

Project Director: Mamo Arima

 

Production Co: Tuff

Director: Paul B Cummings

EP(s) Max Rose & DJay Brawner

Producer: David Johnson

DP: Sam Brownfield

Production Designer: Lauren Meyer

Editor: Paul B Cummings

Color: Derek Hansen @ Afx

 

 

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