Reese Witherspoon will not serve you mediocre cranberry sauce or immolate you while garnishing cocktails with flamed orange peels.
She doesn’t roll like that.
The actress-producer takes her holiday entertaining seriously enough to whip up 37 versions of the same side dish and keep a fire extinguisher handy, in case her parlor trick goes awry while practicing. Preparation is everything, after all.
Witherspoon, 41, and her home-and-hearth prowess star in a new Crate & Barrel campaign, launching Tuesday on digital and social media with TV spots following at the end of the month. With the tagline, “Make this season merry and just right,” the ads will run through the holidays and kick off a larger deal between the retailer and the Oscar winner.
Here is the centerpiece 30-second spot:
Crate & Barrel will sell some gifts from Witherspoon’s preppy clothing and lifestyle brand Draper James in its store and online during fourth quarter, and the two will collaborate on new product lines debuting next spring and summer.
Meanwhile, Witherspoon will serve as the chain’s brand ambassador during the key holiday time, when consumers are expected to hike their spending an estimated 6 percent over last year, according to a recent PwC study. Retail sales are predicted to jump by about 4 percent, says the National Retail Federation.
The new ads, from agency Preacher, show Witherspoon as the ultimate hostess throwing the perfect party (fabulously decorated place, delicious meal, trendy bourbon drinks) while giving a glimpse into the behind-the-scenes work it took to get there (test kitchen, fruit fires, snack breaks). In this case, you do want to see how the sausage is made.
See the :15s below.
Client: Crate and Barrel
Chief Creative Officer: Rob Baird
Chief Executive Officer: Krystle Loyland
Chief Strategy Officer: Seth Gaffney
Executive Producer: Stacey Higgins Guerrero
Producer: Jill Silberstein
CD/CW: Kim Nguyen
CD/AD: Kellyn Blount
Senior Brand Manager: Stephanie Smith
Senior Strategist: Jess Neill
Business Affairs: Miiko Martin
Production Company: Caviar
Director: Marielle Heller
Executive Producer: Kim Dellara
Line Producer: Michele Abbott DP: Brandon Trost
Production Designer: Jonah Markewitz
Edit House: Cut + Run – Austin
Executive Producer: Bebe Baldwin
Producer: Joanna Hall
Editor: Frank Effron
Assistant Editor: Christopher Kasper
Mix: Corey Roberts @ Pony Sound
Music: Sugar & The Hi Lows “Sugar Cookie”
Flame Artist: Nick Smith @ Finland Finish
Colorist: Marshall Plante @ Ntropic