Minute Maid's enhanced juice helps another idiot in time of need

Enhanced fruit juices aren't exactly the sexiest products. There have been plenty of dead-boring ads about antioxidants, free radicals and ingredients that sound like they came out of an ancient herbalist's tome. That's why the recent "Oops! Someone forgot to boost" ad campaign from Minute Maid works so well. The first ad, from Doner, which features a cute teacher saying "Excuse me, I think you're the father of one of my kids," is actually funny. The follow-up spot, which breaks today, sticks with teacher humor. It shows a drowsy grade-school teacher offering his students little sympathy about the class's dead rabbit, Scooter. Of course, once he drinks some Minute Maid Enhanced Strawberry Kiwi juice, he gets the energy to save the day. It's a nice little metaphor for the functionality these drinks allegedly offer. Still, upon reading the official statement from Mike Saint John, president of Minute Maid Business Unit, about the new ad, I can't help but think he forgot to boost. "This is the second iteration of the 'Oops! Someone forgot to boost' campaign," he says. "The premise of the commercial is poking fun at real life scenarios; it's a tongue-in-cheek take on what could happen if you forget to 'boost' with the Minute Maid Enhanced Strawberry Kiwi flavored juice drinks." Thanks Mike, very enlightening.

—Posted by Kenneth Hein