Brew Blog

We just finished our commercial for Edwards Desserts, after several weeks of painstaking digital effects work. Although the budget was modest, director Peter Chelsom and the special effects wizards at Splice Here made a smaller theater in Los Angeles and fifty extras look like the Oscars. We’re now beginning to plan for next year’s product introductions for Edwards and Mrs. Smith’s pies.

We’re excited to begin production of the new campaign for our friends at Schwan’s Consumer Brands for their new Edwards Singles desserts. (How does a hot molten chocolate brownie with ice cream sound?) We’ll be shooting this year’s commercial with feature film director Peter Chelsom of Independent Media. It continues a long partnership that Bruce and art director Carol Henderson have had with Independent Executive Producer, Susanne Preissler. Independent brings top feature directors to select commercial projects, with the result being bigger, more cinematic films. Bruce and Susanne worked together on many PBS projects in the past, including the Emmy Award-winning “Goldfish.”

Dessert. We really like dessert. In fact, we’ve learned that Bruce (especially) has a tendency to inhale everything remotely sweet that comes into the office. So it’s fitting that we’re beginning our second full year of working with our friends at Schwan’s Consumer Brands on their Edwards and Mrs. Smith’s dessert brands. (We are, in official terms, the Agency of Record for Schwans Consumer Brands Bakery Division). Last spring we launched Edwards new brownies with ice cream. And we’re beginning to work on a new effort for 2010. Should be fun.