Blake Marquis | Aug. 17 2021
Panda Express and The Many are back with more mouthwatering work! This time, the two partnered to celebrate one of the most exciting launches in the history of the fast-casual American Chinese restaurant–the new Crispy Almond Chicken Breast.
The new chicken dish that has been crafted by the wok masters at Panda Express over the last four years made its debut last week on August 11. Featuring raised without antibiotics chicken breast, a signature puffed rice breading, garlic soy sauce and slices of crunchy almond, Crispy Almond Chicken Breast highlights Panda’s continued advancement towards innovative cuisine using quality ingredients and new flavors for guests’ love of the brand’s chicken dishes.
The :30 spot, created with The Many, director Paul Butterworth and production company Jojx, celebrates the crunchy innovations that make Crispy Almond Chicken Breast stand out from a crowded category of crispy, crunchy chicken options.
Set to the classic track “This Magic Moment” by The Drifters but sung in English and Mandarin, audiences follow the journey from wok to bowl, watching as the puffed-rice breading is crisped, sauced, tossed and admired by wok master and hungry guest alike.
“The Mandarin rendition of ‘This Magic Moment’ was a perfect opportunity for us to continue to create a bridge between Chinese and American cultures. With such an iconic song, there was no doubt that listeners would be able to recognize it regardless of what language they spoke,” Cameron Bell, senior art director, The Many. “Additionally, the lyrics to the track matched up perfectly with the launch of this new product, as the ‘Magic Moment’ speaks directly to the first time a consumer experiences their first crunchy bite into a piece of Crispy Almond Chicken Breast.”
To ensure the delicious experience came through to all the senses, The Many crafted custom sound design and unique visual approaches that work together to highlight the audible crunch and unique flavors of the dish.
The :30 started airing this week on Monday, August 16. Hungry fans of the brand can get their hands on their own orders of Crispy Almond Chicken Breast at their local Panda Express restaurants.
This is the second music-infused spot creation for Panda Express in partnership with The Many. This past spring, the fast-casual Chinese restaurant aired its Wok-Seared Shrimp and Steak spot set to hip-hop duo OutKast’s popular song “I Like The Way You Move.”
Check out the news on Agency Spy and LBBOnline.
Client: Panda Express
Executive Director, Marketing Communications, Kevin Holmes
Senior Brand Marketing Manager, Nancy Ong
Associate Brand Marketing Manager, Paige Hasama
Creative Design Associate Manager, Alex Tsao
Agency: The Many
Senior Brand Director, Kylie Wu
Associate Director of Project Management, Svetlana Kornilova
Group Strategy Director, Ashleigh Edwards
Strategy Director, Kara Mullikin
Creative Director, Josh Paialii
Senior Creative, Copywriter, Evan Chiplock
Senior Creative, Art Director, Cameron Bell
Design Director, Jorge Andrade
Senior Designer, Amy Woo
Designer, John Duch
Producer, Kim Vorse
Producer, Gerry Romero
Production Company: Jojx
Executive Producer, Jackson Morton
Executive Producer, Joe Care
Executive Producer, Pedro Aragão de Oliveira
Executive Producer, Sam Cohan
Director, Paul Butterworth
Line Producer, Cliff Schumacher
Production Supervisor, Lauren Bates
Production Coordinator, Ciara Rodriguez
1st AD, Robert Thoren
DP, Mike Reyes
Production Designer, Gary Matteson
Food Stylist, Kimberly Huson
Post Production: The Den Editorial
Post Producer, Mike Gut
Colorist, Luis Silva
Online Artists, Eric Mason / Gabe Sanchez
Editor, Katie Cali
VFX Artist, Eric Mason
Sound Design and Mix: Beacon Street
Music Re-Record: MAS