Minute Maid Commercial

Summary

JL DESIGN created animations for the 2017 TV commercials of Minute Maid, which prides itself on offering 100% orange juice, differentiating it from the many artificial beverages and juices with food dye on the market. We focused on the brand’s main selling points, which are "fresh and carefully selected" and "freshly squeezed from whole fruit". Vividly demonstrating the growth process of oranges and placing the focus on the product with CGI animations, we created the visual tension of a whole fruit being freshly squeezed while highlighting the attractive image of a plump and juicy fruit.

Mission

JL DESIGN was invited by Ogilvy Advertising to produce special effects for the TV commercial in Taiwan in 2017. With the 25-second motion effects, we aimed to differ the product from a large number of artificial beverages and juices with food dye on the market. The goal was to accurately bring out the features of Minute Maid: fresh and carefully selected, whole and freshly squeezed.

Solution

The realistic growth process of oranges is vividly demonstrated through the CGI animation as we placed focus on the product and created the visual tension of a whole fruit being freshly squeezed, fully focusing on the attractive image of a plump and juicy fruit. Each orange is sun-dried for 200 days, and is freshly squeezed to produce 100% juice. The essence can be tasted with every mouthful, and it is just as delicious as having freshly squeezed it yourself!

Impact

CGI animations were used to vividly demonstrate the growth process of oranges and the visual tension of the whole and freshly squeezed orange, clearly emphasizing the plumpness and juiciness of the fruit. This left the audience with a lasting impression of the brand that is refreshingly different.