The One Show
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Category
Cultural Driver
Annual ID
OS_CD21_001G
About the Work
In the US, everything changed in the summer of 2020. As the country went through a racial reckoning, every aspect of American culture was reexamined for systemic racism. The most surprising culprit? The country’s favorite ice cream truck jingle.
When a viral video resurfaced the racist origins of “Turkey in the Straw,” Good Humor had a responsibility to respond. As the original ice cream truck inventor, Good Humor had zero association with the problematic song, but we knew they could offer a solution when the country needed it most. Our idea? Create an inclusive new jingle with an iconic Black musician.
To achieve a jingle that would resonate culturally, we needed an artist with credibility and name cache, so naturally, we called up Wu-Tang Clan founder and musical mastermind, RZA. After an initial briefing call, RZA hit the studio and quickly turned around a track that blended the familiar chimes of ice cream truck music with his signature Wu-Tang flavor. From there, we turned RZA’s original music into a behind-the-scenes look at the creative process and a music video showcasing the new jingle spreading joy to the streets.
On August 13, we dropped the jingle across Instagram, YouTube, Spotify and Twitter—and the Internet was obsessed. The collaboration trended on Twitter, hit the front page of Reddit, garnered a nationwide push notification from Apple News and generated coverage from over 700+ news outlets.
Nichols Electronics, the manufacturer responsible for 97% of all ice cream truck music boxes in the US, unexpectedly announced that moving forward, they were replacing “Turkey in the Straw” with our jingle. Permanently.
In a matter of weeks, we replaced a 200-year-old racist anthem with a new tune from a legendary Black artist. And now, the Good Humor jingle lives on as a
When a viral video resurfaced the racist origins of “Turkey in the Straw,” Good Humor had a responsibility to respond. As the original ice cream truck inventor, Good Humor had zero association with the problematic song, but we knew they could offer a solution when the country needed it most. Our idea? Create an inclusive new jingle with an iconic Black musician.
To achieve a jingle that would resonate culturally, we needed an artist with credibility and name cache, so naturally, we called up Wu-Tang Clan founder and musical mastermind, RZA. After an initial briefing call, RZA hit the studio and quickly turned around a track that blended the familiar chimes of ice cream truck music with his signature Wu-Tang flavor. From there, we turned RZA’s original music into a behind-the-scenes look at the creative process and a music video showcasing the new jingle spreading joy to the streets.
On August 13, we dropped the jingle across Instagram, YouTube, Spotify and Twitter—and the Internet was obsessed. The collaboration trended on Twitter, hit the front page of Reddit, garnered a nationwide push notification from Apple News and generated coverage from over 700+ news outlets.
Nichols Electronics, the manufacturer responsible for 97% of all ice cream truck music boxes in the US, unexpectedly announced that moving forward, they were replacing “Turkey in the Straw” with our jingle. Permanently.
In a matter of weeks, we replaced a 200-year-old racist anthem with a new tune from a legendary Black artist. And now, the Good Humor jingle lives on as a
2021 Awards
Total Points: 45
Gold Pencil
Credits
Agency
Edelman / New York
Client / Brand
Good Humor / Englewood Cliffs
Art Director
Esther Lee
Madelyn Fetzko
Chief Creative Officer
Jimmie Stone
Copywriter
Grace Cha
Creative Director
Conor Hogan
Executive Creative Director
Jesse Suchmann
Executive Producer
Ari Pomerantz
Producer
Gina LoPinto
Brand Owned Social Media Management
U-Studio
Account Executive
Ali Lieberman
Morgan Tripi
Account Executive, Crisis & Reputation Risk
Natalie Sprowl
Account Executive, Strategic Media Counsel
Logan White
Account Supervisor
Victoria Kwan
Account Supervisor, Crisis & Reputation Risk
Jaisa Dominguez
Animation & Post Director
Sean Eno
Animation & Video Production
Chimney Group
Assistant Account Executive
Isabelle Friend
Assistant Account Executive, Crisis & Reputation Risk
Bridget Babcox
Brand Planner
Chloe Albanese
Business Affairs
Rachel Groth
Managing Director, Brand & GCRM, Unilever
Smita Reddy
Paid Media Agency
Mindshare / New York
Senior Account Executive
Marissa Redling
Senior Account Executive, Crisis & Reputation Risk
Christina Sebastiao
Senior Account Executive, Media
Julianna Bilton
Senior Brand Planner
Danielle Kellner
Senior Vice President
Kimberly Francis
Senior Vice President, Brand Multicultural
Yocasta Shames
Senior Vice President, Brand Purpose
Jaclyn Murphy
Senior Vice President, Head of Multicultural
Jackeline Stewart
Senior Vice President, Planning Director
Jeremy Busch
Talent
Burns Entertainment / Chicago
Vice President
Mallory Zuckerman
Vice President, Brand Mulitcultural
Carolina Rincon Sato
Vice President, Brand Purpose
Alison Mehlsak
Vice President, Crisis & Reputation Risk
Janine Grady
Lauren Gray
Vice President, Production Business Director
Hazel Popplewell
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