The new season of Masterchef starts tonight, so what better time to look at this naked bit of positioning for the foodie market. Incidentally, it's another ad mentioned on social media by a non-adworld friend - though this time in a negative light.
Let's take a look...
It's from Wieden & Kennedy London, and it has all the quality and production values you'd expect (the shot of the woman realising her food is burning is neat, and the chopped cabbage stop-motion effect is absolutely inspired), plus a frankly strange musical voiceover from Rutger Hauer. And the first sentence "whoever said green thing were boring...?" makes you think it's all about vegetables before putting you straight (ish). It's different, certainly.
But - and here is the crucial test - is it enjoyable? Is it a fun minute of your time? My twitter friend's reaction suggests "no", and I don't disagree. I don't wish to be too harsh, because clearly a lot of skill, effort, and imagination has gone into it. But is it really something your average person, seeing it on TV, would seek out on youtube? Or would it just annoy them?
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