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January Vernon, art director
Scott Ginsberg, writer
Ted Royer/Nik Studzinski, executive creative directors
Beast, editorial company
Sound Lounge, sound design
Alison Maclean, Park Pictures, director
Scott Chinn, producer
Sally-Ann Dale, executive integrated producer
Central Athens/Park Pictures, production companies
Kraft-Athenos, client
"In 2010 we launched an integrated campaign with Athenos to promote the traditional, old world values found in the brand's products—simple, respectful food made the right way, the Greek way. What better way to deliver this message than with real Greek grandmothers, more affectionately known as Yiayias? There's just one small issue. Even though these adorable, aged ladies approve of the traditional taste and natural ingredients of Athenos hummus and yogurt, they don't approve of much else in this modern world. And they're not afraid to say it. As she makes clear, whether it's your wardrobe, job or lifestyle, Yiayia is not a fan. Not a fan at all.""Family" :30(Open on a husband and wife at home. The husband is wearing a T-shirt and jeans, while the wife is wearing a business suit. They have a spread of Athenos Hummus out for their kids)Anncr. (VO): Hey there, Doug and Cathy. Whatcha got there?Doug: Hey, I’m making a snack of Athenos Hummus. We just love how rich and tasty –Anncr. (VO): (interrupting) Of course they are! I wonder what Yiayia thinks.(Cut to a Yiayia in Greece. She is scowling uncomfortably close directly into the camera.She asks Doug, the stay-at-home Dad)Yiayia: Why you no have job?Doug: (timidly) Well, my wife works and I stay at home with the kids–Yiayia: (shaking her head in disapproval) You are wife.(Doug is ashamed. His wife puts her hand on his shoulder to console him)Anncr. (VO): Don’t worry, Doug. At least Yiayia approves of you serving Athenos Hummus.Yiayia: Ooh.Anncr. (VO): Because only Athenos is made the Greek way, with 100 percent olive oil.
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