Nationwide grocery retailer, Kroger wanted to broadcast the fact that they were rolling out new lower prices storewide, to encourage budget-conscious women aged 25-54 to shop at Kroger. The concept needed to be cute, but not too edgy to appeal to our target. With this in mind, I decided to play off the limbo concept of “how low can you go?” I tied limbo into their store environment by placing various products on the checkout conveyer belt, then limbo-ing under the checkout divider. To add a punchline, I threw in one sassy ass banana, voiced by the smooth baritone of Big Llou Johnson. Animation was developed by the stellar Bent Image Lab in Portland, OR and directed by Paul Harrod, the creator of the claymation animation intro to PeeWee’s Playhouse. Needless to say, I was a bit starstruck. This spot was later versioned for all of the brands underneath the Kroger umbrella, including: QFC, Ralph’s, King Soopers, City Market, Smith’s, Fry’s and more.
Hold out until the :14 mark. It’ll be worth your while, I promise.