If you're a put-upon mom who's watched the same kids' movie 17 times this week, or stubbed your toes walking barefoot across a toy-strewn playroom, Kristen Bell's got the CBD skincare line for you.
The actress gets all whirly and whispery, skewering beauty-advertising tropes in a cute spot from Wieden + Kennedy Portland introducing Happy Dance hemp-derived cosmetics, which Bell developed with CBD brand Lord Jones:
"What does Happy Dance feel like?" the actress asks in the self-aware :50 from Ruckus Films' director J.J. Adler. "It's the rich, luxurious feeling of having successfully kept another person alive for four years, three months and 26 says."
"My goal in launching Happy Dance was to redefine the traditional notion of self-care," Bell says in a statement. "Self-care doesn't have to be an event. It should consist of everyday pick-me-ups to get you through your day. When I care for myself, I can better care for those I love."
The line includes a body butter, coconut melt and bath bomb priced from $15 to $30.
"We love that the Happy Dance CBD skincare creative emphasizes that you don't have to escape reality to do a happy dance," says Summer Frein, U.S. general manager at Lord Jones parent Cronos Group. "It's the place our mindset goes when we think joyful thoughts."
The spot's tongue-in-cheek, trippy vibe feels right for a CBD product. Though such substances don't get you high, the creative approach shows how Happy Dance provides an escape of sorts, a chance for restorative self-indulgence, when the kids demand a pet tiger and slather the walls with magic-marker masterpieces.
"Most beauty advertising overpromises some impossibly luxurious lifestyle, but Happy Dance is more like, 'Hey, wouldn't it feel great to not have a breakdown today?' " say W+K creative directors Darcie Burrell and Azsa West.
One percent of profits from each order on the Happy Dance website will benefit A New Way of Life Re-Entry Project, a Black-owned organization that provides housing, case management, advocacy and other services for women rebuilding their lives after prison.
CREDITS
Client: Happy Dance
Spot: "A Happier Place"
Agency W+K Portland
Executive Creative Director Eric Baldwin
Creative Directors Azsa West and Darcie Burrell
Copywriter / Art Director Writer: Madeleine Trebenski
Art Direction: Matthew Carroll
Producer(s) Producer: Nicole Kaptur
Executive Producer: Hayley Goggin Avila
Art Producer: Shani Storey
Brand Management Brand Director: Marisa Weber
Brand Executive: Bree Jones
Creative Operations Manager Kate Oliver
Media Team Jason Strickland, Lisa Johnson, Melissa Meier, Chris Ableidinger,
Marcos Palacios, Lynn Nguyen, Ryan Stively
Brand Strategy Director Carly Starratt
Business Affairs Teresa Lutz
Traffic Joe Chaath
Design Director Karen Koch
Executive Design Producer Alicia Kuna
Design Producer Alex Sanchez
Designers Nick Humble, Danielle McCoy, Nagini Reddy, Leila Gatera
Production Specialist Designer Beth Schuenemann
Photographers Saskia Thomson, Shay Platz
Motion Lead Jeff Ackley
Motion Designer Adam Sirkin, Chris Huang, Neil Hilken
Retouching Lead Frazer Goodbody
Retoucher / 3D Artist Saskia Thomson, Greg Radich, Amy Ellars,
Frances Brown, Shay Platz
Copyediting Erica Nikolaidis
Production Company Ruckus Films
Director JJ Adler
DP Steven Chivers
Executive Producers Greg Jones
Bidding Producer Greg Jones
Line Producer Greg Jones
Editorial Company JOINT
Editor Kelly Lyon
Assistant Editor Ian DeVore
Managing Director Patty Brebner
Post Executive Producer Leslie Carthy
Post Producer Kathleen Russell
VFX Company JOINT
VFX Supervisor Leif Peterson
Lead Flame Leif Peterson
2D VFX Artists Kevin Alfoldy , Edward Lopez, Aidan Jung
VFX Executive Producers Nirad "Bugs" Russell
VFX Producer Sarah Usmen
Color Company JOINT
Colorist Jasmine Vazquez
Sound Design Company JOINT
Sound Designer Natalie Huizenga
Audio assistant N/A
Executive Producer Leslie Carthy
Mix Company JOINT
Audio Mixer Natalie Huizenga
Executive Producer Leslie Carthy
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