Modern parenting involves watching kids TV shows on repeat, stepping on Lego bricks, and trying not to lose your shit while juggling the stresses of keeping small humans alive. At least that what it does in Wieden + Kennedy’s latest spot for CBD skincare product Happy Dance, a new brand co-founded by the actress Kristen Bell and luxury CBD stalwart Lord Jones.
The new brand comprises a range of CBD-infused, vegan, cruelty-free beauty creams and bath bombs created by Bell and a team of CBD pioneers at Lord Jones, an early pioneer of the hemp beauty market, which first launched in Sephora in 2019.
Happy Dance is Bell’s first foray into branded beauty goods, and 1% of profits from every product sold will go to A New Way of Life Re-Entry Project. This Black-owned organization provides housing, legal services, advocacy and leadership development for women rebuilding their lives after prison.
Promoting the launch of Happy Dance, Wieden + Kennedy Portland created a surprisingly funny, relatable, and charming digital and social ad featuring Bell. With comic exaggeration, she touts the benefits of Happy Dance as though it were a cure for all of life’s pressures, especially those felt by mothers.
“What does Happy Dance feel like?” she asks the audience in the 47-second ad, “Well—it feels like having the strength to watch the same kids’ movies 17 more times this week,” she says, dancing around in an ethereal way, with obvious nods to her star turn in the Frozen franchise in the background.
“It melts away all memories of crossing the playroom barefoot (ouch). It’s the rich, luxurious feeling of having successfully kept another person alive for four years, three months, and 26 days…”
CDB-infused products have been soaring in popularity in recent years. Last year, sales of CDB products surged 562%, with estimates that 15% of Americans over age 21 used some form of CBD in 2019—though some products have taken a nosedive due to the coronavirus pandemic.
And while Happy Place is Bell’s first product, the Frozen and Forgetting Sarah Marshall actress has starred in several ad campaigns for brands as diverse as the sparkling beverage Spindrift, La-Z-Boy, meat alternative Lightlife and skincare brand Neutrogena.
“I discovered CBD through the Lord Jones brand in 2017 and was blown away by its quality, integrity and consistency,” Bell said. “As a working mom, I turned to CBD skincare as a way to turn down the volume of my life and CBD products have since become an essential part of my self-care routine,” she added.
“I was inspired to create a line of high-quality, affordable CBD bath and body care products that would reach a wide audience. Having been involved in all aspects of bringing this new brand to life, from the formulations to the packing, I couldn’t be happier to launch Happy Dance today.”
Summer Frein, U.S. general manager at Lord Jones parent company Cronos Group, added: “After years as a working actress, Kristen Bell understands the importance of taking care of your skin. Her passion for the category started with her personal and professional experience as a skincare ambassador and she has since become someone who people look to for personal care advice and expertise.”
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
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