Bruce Somers and I had a great time directing this piece for the creative team Maximum Effort and CD Ryan Reynolds (yeah, that one) for Kraft/Heinz. It was their best swing at deconstructing and disrupting the infomercial genre in the form of a love letter to the form. Mission accomplished no one really knew what the heck was going on, but they knew they liked Maxwell House coffee. This 3 minute commercial aired during The Bachelor and SNL. Madness. Loved every minute of it.
