Graza gets weirdly serious

In partnership with nice&frank, olive oil brand Graza has launched this wacky trio of spots revealing the scrupulous testing process behind its olive oil and new mayo line.  

Directed by Elliott Power of Love Song, Seriously Serious leans into absurd humour and uncomfortable eye contact to celebrate the intensity of the brand’s quality control.  

“The campaign’s tone stemmed directly from our initial conversations with Graza, as we began our first partnership together,” said Julian Cohen, creative director at nice&frank.  

“As the brand walked us through their meticulous production process, we were struck by the intensity of it all. Creatively, we partnered to lean into that seriousness, and in doing so, naturally tipped into something entertaining and peculiar.”