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Someone has called it a “wittily sexy campaign.” And then there’s “Kraft has launched an amusing new campaign.” And then there’s “clever wordplay.”
And then there’s my take: dreadful in concept, barely adequate in execution, and unsuccessful in its attempt at humor. In short, a food commercial certain to leave a bad taste in the viewer’s mouth.
The commercial in question—the questionable commercial—is part of a new campaign for a line of frozen products, named Devour, from Kraft, The tag line is “Food you want to fork.” And the slogan may well be the classiest part of the campaign. Or maybe the classiest part is when the lady of the house, ogling her pool guy in his bathing suit, says that she can see he has a real big (beat) appetite.” I guess that’s what someone meant by “clever wordplay.”
Take a look for yourself at the spot below. And no, I don’t think it has anything to do with millennials or baby boomers. It is just a trashy approach in an effort to stand out. If you have a different take on this, just leave a comment. And if you agree with my assessment, I am sure Kraft would tell you to go fork yourself.
Got the idea?