King's Hawaiian "Vacuum" (2014) :30 (USA)

"People go Pupule for King's Hawaiian." I'm not 100% positive, but I think Pupule means "crazy" as in "inhale sweet dinner rolls like you're part Electrolux."

As far as the spot goes, which is the first from new agency of record Energy BBDO, it's very conventional, but also very weird. The execution (famiyl sits around dinner table, cant resist the food) is something we've seen a million times. But the sound design, the very strange acting from the Dad character and pretty much everyone else, brings a certain refreshing oddness to the whole thing that redeems it in my opinion.

Apparently Kings Hawaiian has a product placement in an upcoming movie Chef, and they brought over a food truck to SXSW with all the geeks to sample, so Kings Hawaiian gets some credit for realizing it's 2014. A lot of clients with bigger ad budgets who advertise regularly don't seem to understand that.

Client: King’s Hawaiian
VP Marketing: Erick Dickens
Director of Brand Management: Chad Donvito
Advertising Agency: Energy BBDO
EVP Client Service: Director Stacie Boney
VP, Account Director: David Pollard
EVP, Head of Integrated Production: Rowley Samuel
Senior Producer: Patty Phassos
Chief Creative Officer: Dan Fietsam
SVP Group Creative Director: Rick Hamann
VP, Creative Director/Art Director: Amy Ditchman
Senior Integrated Business Affairs Manager: Zoe Grubbe
Production Company: ANONYMOUS Content (California)
Director :Brian Billow
Executive Producer: Eric Stern
Executive Producer: SueEllen Clair
in Charge of Production: Producer Mark Hall
Production Company: South Pictures (Chile)
Executive Producer: Maria Paz Zedán
Executive Producer: Ryan Wagner
Line Producer: Veronica Figueroa
Editorial: Beast (Chicago)
Editor: John Dingfield
Producer: Kendall Fash
Color Correct/Film Transfer: Company3 (New York)
Colorist: Tim Masek
Audio: Audio Producers Group (Chicago)
Producer/Partner: Mindy Verson
Producer/Partner: David Kaplan
Sound Engineer: Peter Erazmus