The latest ad by Wieden + Kennedy New York for Heinz ketchup pays homage to the condiment’s ability to bring a little extra joy to life’s chaotic moments.
‘This Magic Moment’ depicts the reality and the disorder of everyday family life, chronicling the stressful daily events we all encounter while reminding us that food is a uniting force that can only be made better with a splodge of Heinz.
In the 60-second spot, a family lunch is disturbed by a prank gone wrong, a picnic at the beach is scuppered by a gust of wind, and a Zoom call is interrupted by a rowdy toddler. These frustrations might be familiar, says the spot, but they are also moments that possess their own magic and should be savored as such.
This is also highlighted in the campaign’s 15-second spot, which sees a father struck by panic as his small child rips open a ketchup packet in the back seat of a moving car, only for anxieties to subside when she successfully tucks into the sandwich without making (too much) of a mess.
Both spots for ‘This Magic Moment’ are soundtracked by the nostalgic track of the same name by The Drifters and conclude with the voiceover line “Life can be a lot to handle, but there’s plenty of magic in all that chaos”.
The two spots mark the second major campaign for Heinz from Wieden + Kennedy, following on from its 2020 Superbowl campaign that starred Roman Coppola and The Four Tops.
You can watch ‘This Magic Moment’ in full above or click on the Creative Works gallery below to vote for it.
: 'This Magic Moment'