PLEZi and Havas Launch Comedic Spot Starring Kristen Bell

Beverage startup PLEZi, together with creative agency Havas Chicago, has enlisted the help of American actress Kristen Bell to co-star with a sack of sugar in its wacky new ad series.

In the hero ad titled "Raising a Sugar Baby is Absurd," Bell hands a can of PLEZi from her cooler to a kid. 

"Believe it or not, he used to be a real sugar baby," the actress tells the audience.

However, no one could have expected that she was actually referring to a sack of sugar, with the "You Again" actress even sending it off to kindergarten.

"Did you know that kids consume an average of 53 pounds of sugar a year? That's absurd," Bell says as she waves goodbye to her sugar baby from the bus stop. 

She then teaches the sack how to ride a bike, watches as it goes on its first date by the playground, and cheers it on as it plays football. 

But then, sugar was the very reason the sugar baby was thrown off its game. 

This was until Bell discovered PLEZi, "a better-for-you drink the whole family loves." 

"Raising a sugar baby? That's absurd. A delicious drink with 70% less sugar? That's absurdly good," Bell tells the camera, as the spot ends. 

The near one-minute spot has been cascaded into seven shorter versions that will air across social media. 

A Healthy Alternative

The latest from the beverage brand aims to bring awareness to a new audience looking for healthier drink options.

But it does so through weird and unusual comedy.

"We had a lot of fun laughing at the absurdly good ridiculousness of the 53-pound Sugar Babies," Havas Chicago Co-President Kat Ott said in a statement.

"We had a great laugh every time we set up one of the Sugar Babies on set." 

 

 

 

 

 

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Previously, PLEZi had announced a long-term partnership with Bell, who became an investor and partner to the brand. 

"As a mom, I get fatigued with how challenging it is to get my kids to make healthy food and drink choices. And I know from experience that taste is my kids' first priority," the actress said in a press release.

The brand, co-founded by Michelle Obama, hopes to "create higher standards for how the U.S. makes and markets food and beverages for kids." 

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Editing by Katherine 'Makkie' Maclang