Join the morning people with Thomas’
The iconic breakfast brand partners with comedian Cecily Strong to prove that even late-night legends and busy parents can conquer early mornings, one 21-day challenge at a time.
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If you've ever hit snooze one too many times, you're not alone.
Research shows that 95% of Americans hate getting up in the morning but Thomas' believes anyone can learn to embrace the morning with the right breakfast. That's why the beloved breakfast brand has teamed up with comedian and actress Cecily Strong for its new Join the Morning People campaign, inspiring fans to rethink their mornings - one delicious bite at a time.
Best known as the longest-tenured female cast member in late-night TV sketch history, Strong stars alongside Thomas' lovable "breakfast provocateur," Thom, in a series of comedic campaign spots that celebrate early morning humour, chaos and small victories. From juggling parenthood and busy schedules to rising at dawn to catch an overseas sports match, the campaign reminds consumers that no matter when or what your morning looks like, with a Thomas’ breakfast it can set you up for success.
"At Thomas', we're on a mission to redefine what it means to be a morning person," said Leslie Vesper, Chief Marketing Officer at Bimbo Bakeries USA. "We believe great mornings are created, not inherited. Partnering with Cecily Strong allows us to bring a fresh, lighthearted perspective to the breakfast table and inspire consumers nationwide to take on our 21-Day Challenge.
Credits
View on- Agency TBWA/Chicago
- Production Company Arts & Sciences
- Director Adam & Dave
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Credits
View on- Agency TBWA/Chicago
- Production Company Arts & Sciences
- Director Adam & Dave
- Editing Whitehouse Post/Chicago
- VFX Omnicom Studios
- Color Coffee & TVLos Angeles
- Music Asche & Spencer
- Production Service The Salmon/Toronto
- Chief Creative Officer Colin Selikow
- Group Creative Director Amy Gozalka
- Associate Creative Director Simone Warme
- Senior Copywriter Analisha Santini
- Head of Production (HP) John McAdorey
- Executive Producer Adine Becker
- Senior Producer Katie Shutt
- Managing Director/Partner Mal Ward
- Executive Producer/Managing Director Marc Marrie
- Executive Producer John Benson
- Director of Production/Executive Producer Christa Skotland
- Head of Production Milena Milicevic
- Producer Patrick Harris
- Production Designer/Art Director Jason Ray
- Producer Allison Marach
- DP Sam Levy
- Editor Brian Gannon
- Executive Producer Kristin Angeletti
- Post Producer Mike Tockman
- Colorist Derek Hansen
- Senior Producer Denise Brown
- Senior Audio Engineer David Axelbaum
- Executive Producer Natalia Winardi
- Producer Jeff Darragh
- Talent Cecily Strong
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency TBWA/Chicago
- Production Company Arts & Sciences
- Director Adam & Dave
- Editing Whitehouse Post/Chicago
- VFX Omnicom Studios
- Color Coffee & TVLos Angeles
- Music Asche & Spencer
- Production Service The Salmon/Toronto
- Chief Creative Officer Colin Selikow
- Group Creative Director Amy Gozalka
- Associate Creative Director Simone Warme
- Senior Copywriter Analisha Santini
- Head of Production (HP) John McAdorey
- Executive Producer Adine Becker
- Senior Producer Katie Shutt
- Managing Director/Partner Mal Ward
- Executive Producer/Managing Director Marc Marrie
- Executive Producer John Benson
- Director of Production/Executive Producer Christa Skotland
- Head of Production Milena Milicevic
- Producer Patrick Harris
- Production Designer/Art Director Jason Ray
- Producer Allison Marach
- DP Sam Levy
- Editor Brian Gannon
- Executive Producer Kristin Angeletti
- Post Producer Mike Tockman
- Colorist Derek Hansen
- Senior Producer Denise Brown
- Senior Audio Engineer David Axelbaum
- Executive Producer Natalia Winardi
- Producer Jeff Darragh
- Talent Cecily Strong
The spots were directed by Adam & Dave through production company Arts & Sciences.
"If you told my former late-night self that I'd be leading a crusade to get people out of bed early, I never would have believed you," said Strong. "The truth is, mornings are chaotic. But partnering with Thomas' proved that you don't have to suddenly become a flawless sunrise person - you just need a good breakfast, a sense of humor, and something warm in the toaster to make it tolerable."
To encourage Americans to incorporate a warm, delicious breakfast into their daily routine, Thomas' is launching the 21-Day Morning People Challenge, inspired by research showing that it takes approximately 21 days to form a lasting habit. Fans can now visit JoinTheMorningPeople.com to sign up for the challenge.
The "Join the Morning People" campaign has officially kicked off and includes a series of digital videos, social content and consumer activations celebrating a daily ritual inclusive of a warm, delicious Thomas’ breakfast, paired with a side of early morning humour.
