2025 Winner

To celebrate the 20th anniversary of Napoleon Dynamite, Ore-Ida brought back Jon Heder as the beloved underdog in a nostalgic 30-second spot. The ad introduced “Tot-Protecting Pants,” a playful nod to the iconic scene where Napoleon’s tots get crushed by a bully. The video debuted on Disney, Hulu and social platforms, with Heder (in full Napoleon mode) demonstrating the pants with deadpan sincerity. The campaign racked up 88 million views, 412 million earned impressions and coverage from 478 media outlets. It even helped boost Ore-Ida sales by 7.5% and landed Napoleon Dynamite back in Hulu’s Top-10 films.

Credits

The Kitchen North America:
Tom Evans: Head of The Kitchen
Simon Au: Executive Creative Director
Gira Moin: Creative Director
Andrew Bernardi: Creative Director
Suzie Teddi Charles : Senior Copywriter
Katie Nugent-Bowman: Senior Art Director
Julie Benevides: Head of Production
Jan Parma: Executive Producer
Niki Sasiela: Producer
Brandon Morrison: Group Account Director
Rachel Keshen: Account Director
Kathleen Bokar: Head of Digital & Social Strategy
Monika Hesch: Strategy Director
Elijah Hawkins: Senior Strategist
Trina Quach: Social Media Manager
Engels Perez: Social Copywriter
Karin Carlisle: Group Account Director

Kraft Heinz:
Jackie Britva: Sr. Brand Manager
Casey Turro: Director of Marketing
Matt Carpenter: VP, Marketing & Strategy - Easy Ready Meals
Ali Lieberman: Manager, North America Media Relations and Brand PR
Aliza Goldberg: Director, Media - Connections Strategy & Investment
Jenna Thornton: Director Public Relations
Kate Mitchell: Sr. Manager, Brand PR
Brian Neumann: Head of Brand Communications, Canada
Kaitlyn Murphy: Director, Media - Connections Strategy & Investment
Jeff Church: Brand Manager, Marketing
Olena J. Cruz: Brand Manager, Marketing

ABMC:
Sarah Pressler: Account Supervisor
Francesca Salcedo: Vice President
Brooke Scher Mogan: Executive VP
Adrianna Lauricella: Senior VP
Jessica Fineman: Account Executive

Carat:
Jenny Horowitz: Director, Branded Content & Entertainment
Jackie Hinke: VP National Video Investment
Sean Cooray: VP, Communications Planning
Jourdan Daroff: Director, Paid Social
Annalise West: Manager, Integrated Planning
Heather Wiedman: Sr. Manager, Paid Social
Brian Nelson: Sr. Account Manager
Morgan Ray: Sr. Associate, Paid Social

Holiday Films

Recess Post

West Side