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Ocean Spray has uncovered a lavish festive campaign with Bryan Cranston in an unexpectedly eccentric and ingenious character. The ‘Breaking Bad’ actor, convinced by the brand’s zero-sugar juice ad to abandon his persona and take on his newest incarnation ‘Cranpus,’ a monstrous holiday figure who is obsessed with cranberries, thus paving the way for a breakthrough. The peculiar cooperation attracted instant attention and a considerable number of reactions, both of laughter and confusion, on social media.
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The ad is a total shake-up of the good old Christmas clichés and a roller coaster ride all the way through. First, merry and bright Christmas arrangements, joy, and eating for two are depicted. Atmosphere suddenly changes as Cranston’s character, named Cranpus, appears with a one-track mind. A guest demands, “Give me the cranberry sauce,” and without a moment’s pause, Cranpus, who is ecstatic over the guest’s request, “Pass the cranberry, baby,” he shouts before the scene bursts into chaos. A guy goes by the name Bobby is cut off completely from his cranberry sauce. The slogan “Zero sugar all the flavor” is illuminated on the screen when the dark warning “But no cram for you” follows. A crazed-looking Cranpus yells, “You are with me. Time of your life! Holiday madness!” The commercial ends with the statement “Cranpa would be very proud,” which further affirms the character’s fantastically crazy personality.
The branded post from Ocean Spray boldly took the crazy route saying, “Go ahead and try but you cran’t stop Cranpus. Just Add Cran. Beware of Cranpus.” This was nothing short of a ‘go ahead’ signal to an already very eager crowd who were more than ready to join the prank.
Very quick on social media were the responses, and many users immediately identified the right actor casting as the best choice. “CRANSTON WAS THE PERFECT GET FOR THIS,” each wrote and this was the tone in the comments. Another said, “Born for this role,” which implies that the casting was done due to Cranston’s ability to oscillate from drama to chaos, thus making him the most suitable performer for the personality of the beast that seeks cranberries. The link to his most popular role of all was impossible to ignore. One very witty onlooker expressed it thus, “I am the Cranpus who knocks,” which was a brilliant twist on Walter White’s classic “I am the one who knocks” line from ‘Breaking Bad.’
Some people were so amazed with the brilliance of the whole concept that they started to wonder where it originated. One such person wondered, “Why do I get the impression that Bryan had a hand in writing and directing this one too?” thinking that the actor’s involvement might be more than just in front of the camera. There was no doubt about the efficiency of the advertisement, as another person related, “It’s a commercial that I can’t help but watch,” which is a rare compliment in the current era when skipping ads has become common.
Not all of the audience accepted the more realistic interpretations, as one user speculated, “So this is what Walt’s doing in hell?” visualizing a different afterlife for the chemistry teacher who turned into a drug kingpin. Such a scenario raised the excitement level even more and enticed the viewers to shout, “I want this stuff right now, having a drink with Cranpus-Bryan is my wish before I die,” to which the brand playfully responded, “now that’s the energy we’re talking about.” Another one claimed the tie-up was one they had “been waiting for,” with Ocean Spray assuring, “The wait is over. The cranberry chaos begins.”
The project’s triumph even led to the marketing team being praised and a call for promotions directed to the one responsible for the idea. “Give this account person a raise!” was the demand of one user who was in celebration of the quirky marketing concept. Some others were just convinced about the product like one person saying, “im SOLD. I want cranberry everything!!!” The brand’s playful interaction did not stop there as they replied, “your in luck. we’ve recovered the stolen cranberries,” thus adding to the Cranpus storyline.
Over the years Bryan Cranston has set a reputation for himself as a versatile actor who can smoothly transition from the very serious and dark Walter White to the fun-loving and silly Hal in ‘Malcolm in the Middle.’ With this Ocean Spray campaign, he is able to blend the dynamics of the serious and the funny. It is an indicator of his never-ending popularity that he can still cast a spell on the viewers with the same force whether he is playing the drugs king or the wacky cranberry sauce hoarder. The campaign is victorious for it to be able to not be serious and for Cranston’s total immersion in the crazy character to make the entire concept believable.
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In the already crowded X-mas ads Ocean Spray and Bryan Cranston not only have created something good but also something that is truly unforgettable. They achieved this by inviting chaos into their brand and casting an actor in a ridiculous role who is known for being serious. The outcome is a campaign that is talked about, shared, and enjoyed—a remarkable thing that proves sometimes, the best strategy is to just add Cran.