It’s a bit of a leap to give a butcher brand an integral role in the history of America, but US advertising is particularly attuned to the power of America the Beautiful advertising and America’s Table, created by its internal creative team and agency, WTA, and produced by WTA’s TorchHouse Studio, has walked the tightrope between stirring and schmaltz particularly well.
Kevin Costner narrates the commercial for America’s 250th anniversary on July 4, that traces the role the dinner table has played in bringing generations together throughout the country’s history – showing how families continued to gather around the table through it all. Throughout the spot, the dinner table serves as a symbol of connection, continuity and shared experience across generations. Omaha Steaks’ role is handled with subtlety.
“I’ve always admired the story behind this iconic brand,” said Costner. “The world moves fast, and life pulls us in a hundred different directions, but the dinner table is still where family comes together. It’s where we stay connected, where stories are shared, and where memories are made. Those moments are too important to lose; we can’t afford to let family dinner fall through the cracks. Omaha Steaks has been helping families keep that tradition and foundation strong for a very long time.”
“For 250 years, America’s story has unfolded around the dinner table,” said Nate Rempe, President and CEO of Omaha Steaks. “Through celebrations, homecomings, milestones and everyday family meals, people have gathered together to share food and create memories. For more than a century, Omaha Steaks has been honoured to be part of those moments at America’s table.”
The campaign kicks off Omaha Steaks’ broader celebration of America’s 250th anniversary and will be supported across broadcast television and the brand’s digital channels throughout the summer.
“We wanted to find the humanity inside the history and we found it at the table. Every era, every room and every moment of love, sacrifice and pride in this campaign circles back to that same place. As both creative lead and director, my role was to make those moments feel emotionally true. Omaha Steaks earns its place in that story honestly: a brand that has been part of American family life for over a century, long enough to know that food is never just food. It is how we connect, how we remember and how we take care of each other,” stated director & ECD at WTA, Frankie Oviedo.
Credits:
Client: Omaha Steaks
Concept, Script, Creative Direction: David Day, Senior Director Creative Strategy & Insights
On-Set Creative Direction: Melissa Elmblad, Associate Creative Director
On-Set Lead Food Stylist: Megan Collar, Senior Food Stylist
On-Set Food Stylist: Sarah Priest, Food Stylist & Studio Assistant
Creative Agency: Walz Tetrick Advertising
Executive Creative Director: Frankie Oviedo
Group Creative Director: Jamal Gamby
Creative Director: David Kaufman
Associate Creative Director: Austin Evans
Copywriter: Dennis Dorrell
Group Account Director: JT Mapel
Account Manager: Parker Erickson
Agency Producer: Theresa Thornhill
Production & Post-Production: TorchHouse Studios:
Director: Frankie Oviedo
Director of Photography: David Kaufman
Producer: Susan Nueman
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