The cinematography is beautiful. Curious did a stellar job. The subject is beyond weird. A naked man writhes rapturously on a bed of bacon. Whoa.
The commercial, Ogilvy Sydney revealed, targets people who get lost in their love of bacon. Yep – could have guessed that.
It’s the first campaign the agency has done for new client, Primo Smallgoods, after being appointed creative agency late last year.
Ogilvy Australia’s chief creative officer, Steve Back, said the TVC aimed to reconnect with all Australians who love quality bacon and like to get “lost in their bacon moment…whatever that moment may freakishly be.”
“People who love bacon will get this ad. Hopefully they’ll try and recreate the scene at home, sending sales through the roof. It’s memorable and is vastly different for the category. Ash and his team at Curious have done an awesome job of making the product look fantastic. It’s definitely a piece of work we’re really proud to have created for our client.”
The brief was simple – amp up Primo brand awareness and get more Primo bacon sales. The creative is all about desire – desire for bacon at breakfast and to communicate, ‘whatever you’re making, make it Primo’.
“If you love bacon, you really love it. With the smell and taste of great quality bacon – you can’t help but get lost in that moment. I’m pretty sure we’ll have vegetarians sneaking a kilo in the trolley in no time at all,” Back promised.
The 15 & 30 second TVCs will be seen on Free to Air and online from Friday March 14. OOH, digital and in store activity will follow.
Creative credits:
Agency: Ogilvy Sydney
Chief creative officer: Steve Back
Creative group head: Shaun Branagan
Senior art director: Wellison D’Assuncao
Senior copywriter: Scott Mortimer
Agency TV producer: Gabe Hammond
Production company: Curious Film
Director: Ash Bolland
Producer: Tara Riddell
DOP: Lachlan Milne
Editor: Bernard Garry @ The Editors
Post production: ALT.vfx
