Jonathan Becker Captures Sweet Family Dynamics with Humorous Rite Aid Campaign

Method & Madness director Jonathan Becker teamed up with Leo Burnett to create the latest “It Means More At Rite Aid" campaign. Jonathan specialises in commercials featuring children, making the campaign a perfect fit.  

The Rite Aid campaign consisted of four spots total where the spot titled “Hair Thingy” focuses on a little girl who decides she wants to play professional barber and cut off one of her pig tails the night before picture day at school. Jonathan captures the natural dynamic between the Dad and his daughter so effortlessly, resulting in great humour.

“I’ve always wanted to be a kid ever since I was a kid. Living in a house with funny, immature brothers and sisters has helped make this vision clear from early on. Fortunately, they all had children, and I’m the uncle to five hilarious nieces. They keep the humour on point and judge openly and honestly, always keeping me sharp.”  

Jonathan’s passion for directing children was inspired by the accomplished Bob Ebel when he worked with him very early in his career. Jonathan’s talents for being a kids Director is showcased in his work for Bridgestone, HP, Nintendo, Firestone, Turkey Hill Ice Cream, Great Lakes Academy to name a few. View Jonathan’s kids reel here.