Originally posted on Variety:
When a huge brown bear ambles across TV screens this Sunday to the strains of Bob Dylan’s “I Want You,” it may be taking a big step for an ad agency as well.
Droga5 isn’t as entrenched a resident of Madison Avenue as better known ad firms such as Leo Burnett or BBDO, but the medium-sized agency has a lot at stake this Sunday when its first Super Bowl ad runs in the game. Droga5 has created a minute-long spot for Chobani Greek yogurt that is, in many ways, as bold as anything issued by Super Bowl ad vets like Pepsi or General Motors.
The sight of a bear knocking over shelves of groceries in the narrow confines of Howard’s Country Store isn’t what will shock Super Bowl audiences. It’s the message the bruin aims to convey: Why scarf down chips and beer when there’s something more nutritious available? “This is still a fancy dress party and people are going to try to come in with the most outrageous stuff,” said David Droga, creative chairman of the agency, of the Super Bowl ad parade. “We have a lot more going on than that.”