Green Giant, What Did He Learn

Jolly Green Giant’s Return Gets an MPC Garnish

Heeeeee’s back. The Jolly Green Giant has returned to screens across the US in a new two-spot ad campaign from Deutsch that features a highly nutritious VFX assist from MPC New York. In spots titled “What Did He Learn” and “Snow Angel,” we see the lovable “verdant behemoth” (as Campaign US calls him) with his pointy boots off while he wades in a lake, or making snow angels with a cute little girl and her dad. Both spots discuss how the Giant has travelled to many places during his absence and seen many new things, resulting in new prepared dishes that make it easier and more enjoyable for kids to eat their veggies.

The spots, directed by Ulf Johansson of Smith & Jones, show the Giant in a countryside setting in “What Did He Learn” and an outdoor winter setting in “Snow Angel.” The former spot opens with a shot taken from under the surface of the water as the Giant dips his toe in; it featured extensive water and lighting effects provided by MPC’s team.

Other shots in the spot include environmental effects such as clouds and lighting, as well as shading on the Giant himself. In “Snow Angel,” MPC’s team added snow effects and swirling winds to help create the image of a snowy, outdoor hillside.

The Green Giant mascot first appeared in advertising for the brand, now part of B&G Foods, almost 90 years ago. Since then, he’s become a cultural figure and was inducted into the Madison Avenue Walk of Fame. He was also included in an exhibit on legendary advertising characters held at Chicago’s Museum of Broadcast Communications last year.



B&G Foods / Green Giant


Ulf Johansson


Deutsch New York

Production Company

Smith & Jones Films

Deutsch Chief Creative Officer

Dan Kelleher

Executive Creative Director

Menno Kluin

Creative Directors

James Cowie, Rich Kolopeaua

EVP, Director of Integrated Production

Joe Calabrese

VP, Executive Producer

Andrea Curtin

VP, Account Director

Erin Metcalf

Account Executive

Ramona Luo

Green Giant VP, GM

Jordan Greenberg

Marketing Director

Steve Finnie

Associate Brand Manager

Diana Ark

Smith & Jones Producer

Philippa Smith


Cosmo Street


Tom Scherma


Anne Lai


Company3 NY


Tim Masick


Rochelle Brown

Music Track


Head Engineer

Norm Felker

Jingle Composition


Audio Mix

Sonic Union

Sound Mixer

Steve Rosen



VFX Executive Producer

Camila De Biaggi

VFX Producer

Dorian Douglass

VFX Shoot Supervisor

Kamen Markov

Lead Compositor

Rob Walker

3D Lead

Ashley Bernes

VFX Team

Sue Jang, Sohee Sohn, Tiago Dias, Jemmy Molero, Tuba Yalçin, David Anger, Kelly Bruce