Yachty and Osmond’s commercial-meets-music-video, “Start the Par-Dee” includes moments showing the pair in a kitchen, driving around and sitting atop a 6-foot-tall can of Chef Boyardee. The video and shorter clips will be promoted online, while the song is set to pop up on Pandora and Spotify.
“I immediately thought Lil Yachty. There’s something about his personality and characteristics that’s really broad and weird that felt right for Chef Boyardee,” Peterson says of the artist whose hits include “One Night.”
The desire to reach a broad audience and also wink to the product’s “throwback” status led to the decision to pair him with an older artist. The agency, which now has Annex offshoots in both Chicago and in Capitol’s tower in Los Angeles, quickly landed on Osmond, a name people including Peterson recognized, with a long list of hits such as “Puppy Love.”
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Source: Ad Age – Marketing
