A Commercial That Tastes as Good as It Looks
Our aim with Mrož was to create a playful, stylized glimpse into a child’s world of flavor and surprise. We set out to craft a series of short yet impactful moments that blend everyday reality with imagination — anchored by expressive reactions, saturated color palettes, and that unmistakable feeling of wow.
This wasn’t just about showing the product. It was about giving it personality. Something that becomes a part of everyday life. A small dessert with a big, emotional payoff.
A Visual Story Told Without Words
The entire commercial visually revolves around our main character’s expression — specifically, their reaction to the very first taste. We used a rigged spoon setup and a dramatic vertigo zoom to give the scene energy and an exaggerated wow effect. The camera moves with the character, breathes with them. Every shot was crafted with a clear visual intention — and designed to be memorable.
The look and feel were inspired by stylized sitcom interiors — warm lighting, deliberate set design, and carefully selected props. Everything is playful but polished, and always in service of putting the product front and center.
Sound That Lifts the Scene
We approached the sound design much like we approached the image — with a sense of rhythm and a clear arc. Everyday kitchen sounds fade as the emotional center of the scene takes over. We used layered sound cues to emphasize the vertigo effect, pulling the audience into the character’s point of view.
The music supports the story without overpowering it. Less melody, more mood. A subtle layer that captures the feeling of time standing still — just for a second.
A Script Driven by Expression
A child opens the fridge and calls out: “Mooom, what is this??” The camera moves in to reveal the new Mrož treat in all its creamy glory. From the kitchen, the mother replies: “That’s the new Mrož dessert,” handing over a spoon. The child takes a bite, pauses, then blurts out — “Whaaat?”
The entire script hinges on the child’s facial expressions and perfect timing. A single word, paired with bold sound and a playful on-screen graphic that explodes behind their head: WHAAAT?
The Final Taste
The commercial ends the way it begins — in a familiar, everyday moment. The child and mother sit together, enjoying their Mrož. The lighting softens, the pace relaxes. A spoon appears in the foreground alongside a packshot and the brand logo.
What started as a routine kitchen moment finishes with a spark of delight. One bite. One surprise. One WHAAAT?
Mrož: A Taste That Surprises
This campaign was designed to create a fast, emotional connection between product and reaction. It wasn’t about saying everything — just saying it right. With charm, childlike joy, bold visuals, and most importantly, flavor. Simple on the surface. But built on detail, timing, and emotion. That’s what makes it stick.
CLIENT: PRIMA ZMRZLINA – MROŽ
AGENCY: ZARAGUZA
DIRECTOR: NOVAK+NGUYEN
AD: JAKUB HEMALA
DOP: KRYŠTOF MELKA
PRODUCER: ADAM BĚLÍK
PA: KATEŘINA HRDINOVÁ
GAFFER: LUBOŠ MOŘICKÝ
BEST BOY: MATĚJ RYCHTAŘÍK
ELECTRICIAN: MARTIN PLÁTENÍK
DIT: TOMÁŠ KAPINUS
1AC: ADAM ČEPELÁK
2AC: HONZA DRDÁK
SOUND: HONZA VACEK
GRIP: MARTIN KUMPAN
FOOD STYLIST: JIRKA NAVRÁTIL
COSTUMES: KATEŘINA KROBOVÁ
SET DESIGN: VERONIKA VARCHOLOVÁ
LOCATION MANAGER: ŠTĚPÁN ŠIKL
VFX: MICHAEL NOVÁČEK
SOUND POST: LUKÁŠ PEŠEK
GRADING: FILIP HOSTÝNEK
