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Blue Bell to debut new television commercial titled Blue Bell Is…

BRENHAM, Texas, April 3, 2017 - The heartwarming stories from Blue Bell Ice Cream fans have long been the inspiration for many of the company’s television commercials and the newest production, titled “Blue Bell Is…,” once again captures these special moments in two new 30-second spots scheduled to begin airing on April 3. The video can be viewed at vimeo.com/bluebellicecream.

The new commercial uses still photography and voiceover to illustrate how Blue Bell is a spoonful of smiles, a birthday party’s grand finale, a first date’s perfect ice breaker and a soft landing from a hard day.

Each scene was brought to life by Andy Mahr, an award-winning advertising photographer from San Antonio, Texas. The images were captured in and around Brenham, Texas, home to Blue Bell Creameries.

Local fans were invited to attend a casting call in Brenham shortly before the commercial was shot last October. “The fact that we used ‘real’ Blue Bell fans helped Andy Mahr capture true reactions to specific moments, reactions that all of us can identify with,” said Joe Robertson, director of advertising and public relations for Blue Bell. “The spot ends with  a photo of proud Blue Bell fans, in one version it’s a mother and daughter and the other features a dad and his triplet sons, looking at the camera as the famous Blue Bell line is read, ‘Some say, Blue Bell is the best ice cream in the country.’”

This is the first television spot created for Blue Bell by its new advertising agency, Houston-based Richards/Carlberg, the fourth agency hired by the company in its 110-year history. The “Blue Bell is…” advertising campaign will include strategy and creative work for television, two new 60-second radio ads, print and  BlueBell.com.  

“Blue Bell is a wonderful client with an incredible story,” said Gayl Carlberg, principal and creative director for Richards/Carlberg. “This campaign is an ode to this remarkable company and its fans, who have an almost unheard-of passion for the brand. We expected an enthusiastic response when casting for the commercial, but nothing like what we received. We chose real fans to tell the stories of how Blue Bell is there for them during so many special times throughout their lives. I am honored to be a part of this iconic brand."

In the spot, each image is accompanied by the voice of Harlan Rector and music from Aaron Barker, both have contributed their talents to Blue Bell television and radio commercials over the years. The music was composed and recorded by Barker in Nashville, Tenn., and is a combination of two of the most well-known Blue Bell commercials, Country Day (1995) and Texas Musicians (1988). The commercials were produced in English and Spanish.

The spots were edited at 3008, a creative editorial boutique in Dallas, and the audio was recorded and mixed at Wire Road Studios, in Houston.

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