Misfits Market: See Potential
The Objective: Show why Misfits Market is the only grocery delivery system you should order from.
The Idea: When you’re picking out your produce, you’re typically only using its looks to determine its quality even though it’s all going in the same place - the pot. What ultimately matters is the meal, not what the ingredients look like when they arrive.
Roles: Copywriter/Art Director: Carolyn Casper, Susan Davis
Executions: 30-Second Spots
See Potential | “Ugly Ingredients. Pretty Food.” | :30
A woman going through the motions of making a meal, starting with cutting a weird looking onion that she took out of her Misfits Market box on the kitchen counter. As the woman cooks, the voiceover begins.
VO: Just because something starts out ugly doesn’t mean it’s always going to be that way. Remember what your niece looked like as a newborn? She turned out just fine.
VO: Similarly, who says that to make beautiful food, your ingredients have to start out that way?
Cut to her turning on the stove and putting a can of dented tomatoes into a pot before giving it a stir. In a different pot she dumps in a can of uncooked lasagna noodles, which were also dented.
VO: Just because you paid more for that perfect looking tomato, doesn’t mean that it’s going to make the final product taste any better.
Cut once again to the woman taking out a glass pan and layering what she has cooked, putting ricotta cheese coming from a container with a slightly ripped label in between each layer. Once finished, she tops it with more cheese.
VO: Misshapen veggies, dented cans and boxes, and ripped labels aren’t going to change your culinary prowess. The finished product will look and taste the same, but you’ll be saving money.
Cut once again to the woman taking it out of the oven, steam coming off of the dish. She then cuts it, and with a slow-motion cheese pull, puts it on a plate. The next shot we see is her fork cutting into an individual slice, filled with anticipation before taking a bite.
VO: Besides, what really matters is the cheese pull.
VO: Misfits Market. See Potential.
End Tag: Misfits Market. See Potential.
A man is standing in his kitchen and is going through the motions of making a meal, starting with cutting a deformed clove of garlic, green pepper, and spices that he took out of his Misfits Market box on the kitchen counter. As he cooks, the voiceover begins.
VO: Who says that something beautiful was always beautiful? Even you had a few rough years. Remember middle school?
The man then takes out cans of tomatoes and chickpeas, both dented and pours them into what is forming of the curry mixture. Cut to him putting the curry he made onto a plate.
VO: You don’t need to spend extra money to get aesthetically pleasing groceries.
Cut to the man taking rice out of another pot and putting it into a bowl with the already made curry.
VO: We can be superficial sometimes, but we don’t have to be. Misshapen veggies, dented cans and boxes, and ripped labels still bring together the finished product: dinner.
Cut once again to the man taking it off of the stovetop with steam coming off of the dish. He then puts it on a plate, and garnishes it with pickled onions and a slice of naan. The next shot we see is his fork going into the dish, eager to take his first bite.
VO: The only thing that matters is what’s on the inside of the pot. .
VO: Misfits Market. See Potential.
END TAG: Misfits Market. See Potential.
See Potential | “Late Bloomer” | :30
A woman is standing in her kitchen and is going through the motions of making a meal, starting with cutting a carrot with two roots and a dented can of peas that she took out of her Misfits Market box on the kitchen counter. As she cooks, the voiceover begins.
VO: You can pull off anything. Remember when your friend told you not to get bangs? They actually looked pretty good. This also applies to your work in the kitchen.
The woman then takes out two deformed looking potatoes and begins to peel and chop them, putting them into a boiling pot of water.
VO: How many times have you taken average ingredients and turned them into art? And by art, we mean something that will leave everyone asking for seconds.
She then drains the potatoes and puts them in a bowl with butter and milk to mash them.
VO: It doesn’t matter what your ingredients look like when you start cooking, it’s about what you turn them into.
Cut to her cooking ground beef on the stove. She combines all the ingredients, layers them in a cooking pan, and places them in the oven.
VO: Misshapen veggies, dented cans and boxes, and products nearing their expiration date aren’t going to change the taste of the final product, they’re just going to make it more affordable.
The woman takes the pan out of the oven. She sprinkles chives on top of the finished and baked shepherd’s pie. She then cuts a piece of it for herself and puts it on a plate, sticking her fork in it and lifting it up to her mouth to take a bite.
VO: We know the most satisfying part of cooking is watching the final product come together.
VO: Misfits Market. See Potential.
End Tag: Misfits Market. See Potential.
See Potential | “A Second Chance” | :30
