SmartyPants Vitamins Launches Comedic Campaign via ArtClass
SmartyPants Vitamins knows that raising bright kids isn’t just about learning—it’s a competition where winning truly counts. To drive that point home, the supplement brand partnered with creative agency Honeymoon and director Quinn Katherman of ArtClass Content for their latest sharp, comedic campaign.
The clever and self-aware spots are delightfully unhinged, featuring biting direct-to-camera asides from the campaign’s hero—an overly competitive mom. Quinn Katherman grounds this performance in reality, allowing each script to reach absurd, playful heights delivered with deadpan wit. The comedic engine of these films allows the audience to have a sneak peek into the rising tension as narrated by the films’ central performer.
Intimate, revealing, and conspiratorial, the difference between what she says and what she thinks drives the humor of these spots as the tacit parent vs. parent competition plays out in elementary school chess matches and science fairs alike. Intent on winning at all costs, our hero fuels her kids with SmartyPants Vitamins because, yes, second place is unacceptable.
Director Quinn Katherman remarks, “I’m grateful to the team at SmartyPants for their willingness to make something this sharp, and to Noah Clark at Honeymoon for championing the kind of bold, creative more brands should be brave enough to make. I loved the tension in this work, and it was a joy to get to craft something that looks picture-perfect on the surface but simmers with quiet chaos underneath. And Lilliana Winkworth brought it all to life with a performance that’s both hilarious and uncomfortably relatable.”
Noah Clark, ECD at Honeymoon, adds: “This was truly a dream creative brief. Advertising should be fun, and I credit our partners Jeff and Amy over at SmartyPants for giving us the creative freedom to land the insight, embrace the tension, and allow us to say the quiet part out loud as parents."
CREDITS
Client-Smartypants Vitamins
Chief Revenue Officer: Jeff Wong
Sr. Director, Brand Communications: Amy Avellar
Manager, Brand Communications: Liz Roberts
Agency-Honeymoon
Executive Creative Director: Noah Clark
Production-Artclass
Director: Quinn Katherman
Managing Partner: Geno Imbriale
Managing Director / Ep: Kirsten Arongino
Executive Producer: Logan Gilmore
Head Of Production: Sparkle Jones
Staff Producer: Olivia Possino
Director Of Photography: Chloe Weaver
Line Producer: Valerie Gomez
Key Grip: Nick Deruve
Production Designer: Arne Knudsen
Gaffer: Ezra Robinson
Makeup Artist: Kristin Turner
Makeup Artist Asst: Val Harvey
Stylist: Heather Allison
Post-Artclass
Executive Producer: Brian Keegan
Post Producer: Rylee Axner
Editor: James Lee
Cutting Assist: Jesse Threatt
Assist Editor: Dominique Machain, Stephen Deaver
Color: Shane Reed
Audio: Ian Sorrentino
