Battle of the Beans

Pharmavite presents the All natural SOYJOY™ as a new category of nutrition bar with Battle of the Beans, a visual effects laden television commercial. Jellybeans and Soy beans battle it out in the war between sugary treats and smart snacks.

Battle of the Beans

The “Battle of the Beans”, an epic cinematic battle played out on an office desktop, is designed to capture the brand’s 2009 strategy: the perfect midafternoon snack. A short lived sugar rush from the colorful jellybeans is no match for the longer lasting push from the green soy beans.

Click on the image below to play the video.


The SoyJoy Battle of the Beans ad was developed at RPA, Santa Monica, California, by creative director Mark Erwin, art director Brian Farkas and copywriter Lauren Smith, agency producer Monika Prince.

Filming and animation was shot by directors Jens Gehlhaar and Ben Go via Brand New School with director of photography Walter Lindenlaub, executive producer Jennifer Sofio, line producer David Wolfson, editor Erik Barnes, post supervisor Darren Jaffe.

Music and sound design were produced Human Worldwide. Sound was mixed by Nathan Dubin at Margarita Mix. Colorist was Mark Geffen at Moving Picture Company.

The woman in the commercial is played by Sarah McMaster.

Filed under: Commercials

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