Adiocracy

Wish we’d thought of this one for Iams by Saatchi & Saatchi, Sydney. It’s brilliantly simple, memorable, creates dialogue, and can be thrown 40 yards!

There’s a lot that’s deliciously nonsensical about this Hellman’s campaign. Most obvious of course is Bobby Flay. The man made his name on southwestern grilling, not sandwich-making. His latest book is about burgers and fries. Mayo has a total of two mentions in the index.

Then there’s the awkward photo of the chef, arms extended toward his masterpiece, pretending to be candidly caught deep in the midst of his sandwich-making craft.

Which brings us to our last ‘pushing it’ point. Let’s be honest about where sandwich-making falls in the spectrum of cuisine preparation. Does sandwich making really require top chef advice? It’s not like you’ve got a monkfish on the counter and you’re trying to figure out how to turn it into a gourmet dinner for four.

Granted, sandwiches are Hellman’s bread n’ butter, but this campaign feels inappropriately self-important. Like that person at the party who thinks everyone finds the details of their golf game as fascinating as they do.

That’s our take. What’s yours?

Copenhagen makes an odd visual choice here for their smokeless tobacco. If the idea is supposed to be that smokeless tobacco delivers the nicotine where cigs can’t, than firefighters certainly make for a more heroic illustration than guys at a carwash.

But if chaw’s main reason for being is you get the nicotine buzz without the smoke, then why would you feature a profession where a primary on-the-job hazard is smoke inhalation? Seems like an ironic choice to us.

That’s our take. What’s yours?