Impossible foods launches national campaigns for plant based meat: "The summer of Impossible"

As summer approaches, Impossible Foods is embarking on two new nationwide advertising campaigns. These campaigns aim to familiarize consumers across the United States with the plant-based meat category and to introduce them to Impossible's brand and products.

Premiering this Sunday, June 11 during the 76th Annual Tony Awards® broadcast, Impossible’s “Making Meat History” first spot in the campaign is a 90-second musical advertisement. It explores the history of meat through the ages and up to the present day, when the musical’s “historian” narrator introduces meat from a new animal called “the plant.”

The other spots that will air this summer has two anthropomorphic burgers chatting to each other, one is a beef burger and the other is an impossible burger. The fact that the plant-based burger also tastes like meat leaves the beef burger confused. Then the beef burger gets a little testy, in "touché", which he pronounces "touchy", and finally in "jobs" the beef burger is upset that plants are stealing their jobs.

“We need to welcome consumers into the plant-based space and give them a reason to choose Impossible," said Leslie Sims, Chief Marketing & Creative Officer of Impossible Foods. “These campaigns are lighthearted and approachable by design to make the choice between our products and animal meat feel less intimidating. We want consumers to know they don't have to give up the meat they love. Impossible products are meat – just made from plants – so they're still delicious and have a ton of other benefits."

The spots were created in collaboration with SUPER SERIOUS, a newly formed creative studio led by renowned actor and TV host Terry Crews, along with co-founders Matthew O'Rourke and Paul Sutton.
The studio's philosophy of "everything is entertainment" drives its agile and iterative approach to creative development, with a focus on producing content for TV, movies, commercials, and more. Impossible Foods was a natural fit for SUPER SERIOUS to launch its business, as the founders share a deep appreciation for the company's mission and offerings.

To direct the musical spot, SUPER SERIOUS signed on the acclaimed Emmy-winning film and music video director, Jake Scott.

Client: Impossible Foods
Leslie Sims - Chief Marketing and Chief Creative Officer
Michael Bortinger - Marketing Director
Anna Cushing - Senior Marketing Manager
Tim Dale - Media Manager
Becca van Stolk-Cooke- Consumer Insights Manager

Company: SUPER SERIOUS
Co-Founder/ Chief Executive Officer: Terry Crews
Co-Founder/ Chief Creative Officer: Matt O’Rourke
Managing Partner/ Chief Operating Officer: Paul Sutton
Creative Director: Bryan Lee
Copywriter: Leslie Sims
Executive Producer: Jacquelyn Maloney
Music Supervisor: Brad Nayman

Business Affairs Company: Hailstorm
Business Affairs Manager: Whitney Vose
Talent Solutions, 3rd Party SAG Signatory: Mark Cross

Production Company: RSA Films
Director: Jake Scott
Production Company, President: Luke Ricci
Production Company, Executive Producer: Buddy Brakha
Line Producer: Morna Ciraki
Director of Photography: Tobias Schleissler
Production Designer: Happy Massee

Post Production Company: Uppercut Edit
Post Production Company Owner/ Editor: Micah Scarpelli
Post Production Executive Producer: Mila Davis
Post Production Head of Production: Jared Thomas
Post Production Producer: Chris Muldoon
Assistant Editors: Harrison Draper, Kasey Winters
Head of Visual Effects: John Geehreng
Senior Flame Artist/ VFX Supervisor: Steve Cokonis
VFX Art Director: Maxime Benjamin
VFX Assist: Ernie Armitage

Color Company: Company 3 LA
President/ CEO/ Colorist: Stefan Sonnenfeld
Color Head of Production: Blake Rice

Music + Audio Company: Racket Club
Music Track: “Making Meat History”
Creative Director/ Partner/ Composer: Justin Hori
Sound Designer /Audio Engineer: Ashley “Koomba” Simmons
Music + Audio Creative Producer: Adrian Womack
Music + Audio Associate Producer: Becky Mathai

Cultural Consultants: The Cultural Consultants
Cultural Consultants: Jessica Bodoh-Creed, Elizabeth McLean Macy, John A. Torres

Virtual Production Company: AR WALL
Virtual Production Supervisors: Rene Amador, Jocelyn Hsu
Virtual Production Producers: Ryan Arms, Jon Sims
Virtual Production Coordinator: CJ Galarza