Modern parenting involves watching kids TV shows repeatedly, stepping on Legos, and trying not to lose your shit while juggling the stress of keeping little people alive. At least what it does in Wieden + Kennedy’s latest ad for the CBD skin care product Happy Dance, a new brand co-founded by actress Kristen Bell and luxurious CBD star Lord Jones.
The new brand includes a range of CBD-infused, vegan, cruelty-free beauty creams and bath bombs developed by Bell and a team of CBD pioneers at Lord Jones, an early pioneer in the hemp beauty market, first introduced in Sephora in 2019 .
Happy Dance is Bell’s first foray into branded beauty products, and 1% of the profit from every product sold goes towards a re-entry project for a new way of life. This black-owned organization provides women housing, legal advice, legal counseling, and leadership development for women rebuilding their lives after prison.
Wieden + Kennedy Portland promoted the launch of Happy Dance and created a surprisingly fun, relatable, and charming digital and social ad with Bell. With comical exaggeration, she touts the benefits of happy dancing, as if it were a cure for all stresses in life, especially those felt by mothers.
“How does happy dance feel?” On the 47-second ad, she asks the audience, “Well, it feels like you’ve got the strength to watch the same kids’ films 17 more times this week,” she says, dancing ethereally to her star with obvious nods Turn on the Frozen franchise in the background.
“It melts all memories of walking barefoot (ouch) through the playroom. It’s the rich, luxurious feeling of having successfully kept another person alive for four years, three months and 26 days … “
Products infused with CDB have enjoyed increasing popularity in recent years. Last year sales of CDB products increased by 562%. It is estimated that 15% of Americans over the age of 21 were using some form of CBD in 2019 – although some products have taken nosedive due to the coronavirus pandemic.
And while Happy Place is Bell’s first product, the actress Frozen and Good Place has starred in several advertising campaigns for brands as diverse as Spindrift, La-Z-Boy, the meat alternative Lightlife and the skin care brand Neutrogena.
“I discovered CBD through the Lord Jones brand in 2017 and was overwhelmed with its quality, integrity and consistency,” said Bell. “As a working mom, I turned to CBD skincare to reduce the bulk of my life, and CBD products have since become an integral part of my self-care routine,” she added.
“I was inspired to create a range of high quality, affordable CBD bath and personal care products that would reach a wide audience. After having been involved in every aspect of bringing this new brand to life, from the wording to the packaging, I couldn’t be happier to start Happy Dance today. “
Summer Frein, US General Manager at Lord Jones parent company Cronos Group, added: “After years as an actress, Kristen Bell knows the importance of taking care of your skin. Her passion for this category began with her personal and professional experience as a skin care ambassador. Since then, she has become someone who people seek advice and expertise on personal care from. “
Executive Creative Director: Eric Baldwin
Creative Directors: Azsa West and Darcie Burrell
Texter / Art Director: Author: Madeleine Trebenski Art Direction: Matthew Carroll
Producer (s): Producer: Nicole Kaptur
Executive Producer: Hayley Goggin Avila Art Producer: Shani Storey
Brand Management: Brand Director: Marisa Weber Brand Executive: Bree Jones
Creative Operations Manager: Kate Oliver
Media team: Jason Strickland, Lisa Johnson, Melissa Meier, Chris Ableidinger, Marcos Palacios, Lynn Nguyen and Ryan Stively
Brand Strategy Director: Carly Starratt
Business affairs: Teresa Lutz
Transport: Joe Chaath
Design Director: Karen Koch
Executive design producer: Alicia Kuna
Design producer: Alex Sanchez
Designer: Nick Humble, Danielle McCoy, Nagini Reddy and Leila Gatera
Production specialist designer: Beth Schuenemann
Photographers: Saskia Thomson, Shay Platz
Motion Lead: Jeff Ackley
Movement designers: Adam Sirkin, Chris Huang, Neil Hilken
Retouching lead: Frazer Goodbody
Retoucher / 3D artist: Saskia Thomson, Greg Radich, Amy Ellars, Frances Brown, Shay Platz
Editor: Erica Nikolaidis
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