Primo Smallgoods celebrates Aussie’s love of bacon in its latest campaign via Ogilvy Sydney
Targeting all Australians who simply get lost in their love of bacon and the emotions the smell and taste of bacon evokes, Ogilvy Sydney has today launched its first campaign for client Primo Smallgoods, since 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.”
With a simple brief to reinforce brand awareness and drive Primo bacon sales, the creative is targeted to stimulate desire around the breakfast occasion and to communicate that ‘whatever you’re making, make it Primo’.
Says Back: “We’re simply celebrating Aussies’ love of bacon. 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.”
The 15&30-sec TVCs will be seen on Free to Air and online from Friday March 14 with OOH, digital and In store activity to follow.
Chief Creative Officer: Steve Back
Creative Group Head: Shaun Branagan
Senior Art Director: Wellison D’Assuncao
Senior Copywriter: Scott Mortimer
General Manager: Nathan Quailey
Senior Account Director: Isabel Cox
Account Manager: Gemma Troup
Senior Planner: Ryan O’Connell
Channel Planning: Clare Robinson
Agency TV Producer: Gabe Hammond
Director; Ash Bolland, Curious
Producer; Tara Riddell
DOP; Lachlan Milne
Editor (The Editors); Bernard Garry
Post house; ALT.vfx
Media at Neo: Lauren Etcell, Tricia Tan, Joylene Mak
Ogilvy Action: Marcus Millgate, Kate Warren-Smith, Sandy Field
Primo Smallgoods: Rob Lederer, Ian Hancock, Mirabel Rosar, Amy Pareezer
59 Comments
That just put me off my BLT……
That looks disgusting.
That’s very new…not
Ogilvy starting to consistently do good work…there’s no doubt this will cut through.
I can’t believe anyone looking at this wouldn’t feel nauseous. It’s simply appalling and i’m even more surprised that the Brand manager bought it.
I think this is fantastic. Well done all involved.
That ain’t pork. This is pork.
http://www.melbournesalamifesta.com
I’m touching my bacon right now.
naked man rolling around in food is no ones idea of appetising. yuck
Getting bacon lovers to buy more bacon? #notwinning
That is horrendous – – – put me off bacon too.
it screams out slaughter
Love it. Well done guys.
What a way to start the day. Covered in dead pigs.
That is horrendous – – – put me off bacon too.
it screams out slaughter
Nicely done, but the old ‘American beauty’ parody has been done a thousand times before!!
You douches are just jealous. Even i am jealous something like has gone through. They’ve had fun with it. I’d like that on my reel. All you haters would too.
Great spot for vegetarianism.
I’m pretty sure you won’t get vegetarians sneaking a kilo into their trolley in no time, especially if they now add to the imagery of mistreated pigs the potential that those rashers may also be smattered with a splash of pre-cum as well.
That’s enough pig, that’s enough.
Seen it.
http://www.youtube.com/watch?v=aeAu8s4kYc8
All these years, I thought I was the only one who dreamed of being showered in bacon…
Thanks Ogilvy, made me laugh.
this is crap and you’re obviously crap. I’m surprised this lame american beauty parody even made it to the client.
Great ad. If you’re put off bacon by watching this, you’re not a bacon lover. And therefore not the audience. And should therefore shut up.
Jealous, you’re reel must be pretty bad if you’d put this crap on it. Just pushing an idea through doesn’t stop it being bad.
Who the hell graded it? The Bacon is blue.
Not very yummy looking.
In very poor taste….disgusting!
Funnily enough, more vegetarians fall of the wagon for bacon than any other meat.
But this ad ain’t gonna do it.
This one did, about a decade ago in NZ: https://www.youtube.com/watch?v=TrcWKI3bVIU
Borrowed interest.
Why doesn’t digesting stuff like this end up in the slop bucket where it belongs…
no innovation, nothing original..and as for the smell…
Way before Doritis did their ‘Amercan Beauty’ rip off, there was a ‘Mexican Beauty’ parody entered into Doritos’ user-generated commercial competition.
http://www.youtube.com/watch?v=mLmgsy9dCbU
So it looks like Primo ripped off Doritos ‘American Beauty ‘
which ripped off Doritos ‘Mexican Beauty’
that ripped off ‘American Beauty’.
I showed this to my pet pig. She squealed and then said “well I’m safe then, but I’m not sure about the people who did this, I wouldn’t have it on the floor of my pen”
Who hasn’t ripped off American Beauty at one point or another?
The usual haters – the spot looks fantastic and provides a big but previously quiet brand with a confident and cheeky personality. But most importantly they’ve just owned bacon in one move. Love it.
I think not, sir.
How wrong can you get it? This is a textbook example of a brand about to go backwards. No food values what so ever, wrong tone of voice for what should be a family brand, and way way way off your core target (house-hold shoppers), moms buy this product for their kids and families guys. The only target this might work on prepubescent teens don’t watch tv, don’t buy lunch meat and most likely wouldn’t get the 15 year old reference. On a bad day this might have flown for a brand like Burger King when CP&B had it but it will fail here, mark my words. If I’m primo everyone involved would be fired.
You’re bacon me crazy
Parody of a parody / not a parody of a parody / parody of a parody of a parody of a film aside, it’s just shit.
Mexican Beauty was done a lot better.
In the old days, TV commercials consisted almost entirely of stand-alone gags, Writers told a complete dramatic story in 30 secs. For example, the setup committed in the first shot, and we got the gag in the last.
The following spot, they told the same story with slightly different circumstances. This guaranteed that the medium as a whole could be work beautifully in 30 secs.
With the introduction of the internet, the commercial was born on the web. Now commercials had to be graphic design or print as well as a story. We battled it out. but didn’t solve the problems of merging the both. In story terms, this meant, above all,work become confused – it did not know if it was for the web or for print or for TV .
No longer confined to a straightjacket, a writer could get to a deeper truth by using tv form to get the idea across – but what does tv even mean anymore?
This had a huge structural effect on the TV commercials, because it meant that the unit of measure of the TV commercial— was no longer about how well it entertained, but how many hits it received online. The canvas on which the writer worked became ten times as long and ten times as complex.
So, it’s no coincidence that the revolution in commercials occurred hand in hand with internet coming into its own as an art form. But how precisely did the commercial form revolutionize the TV in both character and plot?
Much has been made of the fact that commercials sparked a fundamental shift from commercials needing a gag, an idea. As ideas, is now a misnomer, and it obscures the revolutionary nature of the current commercials. But Yet…the best commercials— are all about story.
The more a commercial is based on a well told story, as opposed to visual spectacle and detail, the more its authorship is based on the idea. In the days of before the internet it was easy to distinguish the boring visuals of the small screen from the grandiose spectacle commercials.
But things have changed. commercials, age of the internet, are far more epic than most movies, and they are filmed with just as much visual flair. But we need better ideas.
If you love commercials as much as I do, living through this revolution of the internet has been an incredible ride. The lone drawback, of course, is finding time the best time to act.
Still, these complex commercials, though crucial to the revolution in commercials, could not produce commercials of such high quality over so many battles to get it on air . Both connecting and contrasting. Commercials with a unique character in which each character is set in proper structural opposition to the others — is the only way commercials can create great stories in 30 secs.
The fundamental question of great commercials – Can these characters remain human, and decent, while they struggle to sell?
I think this one did it, Very well indeed.
Bacon shouldn’t be an anaemic, raw-looking pink. It should be scrumptiously dark and crispy. That’s why there’s reverse appetite appeal – revulsion – in this spot.
Im no hippy.
I like bacon and I like all meats. I also think when killing an animal, not eating its flesh is the most evil waste I can think of. So how many pigs were slaughtered so all this bacon can be sent to the set of a TVC so a bunch of creatives sit around the monitor and laugh at how funny they are? Im guessing all the bacon wasn’t eaten by crew. Why brag about it being real bacon. Disgusting waste.
Pigs arse. Sounds like you’re one of those people who teach advertising because you can’t quite do it. The fact that you think this is actually good and took 2 years to tell us why proves this.
Mate, you’re talking out of your arse.
Commercials had to be print ads with the introduction of the web? How old are you? A little too young to be pontificating about something you clearly have no idea about?
Print’s been around a little longer than radio, which has been around a little longer than tv, which has been around a lot longer than Kevin Bacon.
I really hope you’re not infecting naive ears with your bullshit.
Congrats on using the word Commercial more times in one comment than anyone in the history of the blog. Presuming you’re not a copywriter…
Nah. No good. Looks a bit yuk. No charm.
Good to get the name ‘Steve’ in a few times though.
Chances ‘Steve’ is also the target audience.
Primo has zero credibility, forget their bacon…. their goose is well and truly cooked…
Anyone who has spent a bit of time working on food brands knows that you’ve got to make the product look appetising. It’s super important. The idea is way less important. In this case there is very little of either. Which means the client has taken a huge risk. No strategy, no idea and the execution makes the product look awful. Plus the guy is creepy. It will go like this – complaints will be written/ emailed/ phoned in. Marketing will panic. Ads will be pulled. No more budget for more work. Brand shrinks. The End.
This got some comments!
Yup this got some comments because all the creatives out there aren’t writing any scripts worth talking about, plus they’re also too busy bitchin and moaning about others. Heads down, bums up peoples and come up with something better, and please teach your clients to be brave again, if I have to see one more homogonised ad that has come from the seed of a great idea, I think I’m going to have to throttle a suit.
Question to the CD? What was the reason behind the un appealing visual treatment of the bacon? For the love of Bacon why?
Terrible add,,,someone needs to be sacked. Made me feel sick. Very bad idea.
haven’t seen the old ‘lost in the moment’ while consuming the product either. no one’s done that. except every single brand. ever.
Puts me off bacon. Errrr makes my skin crawl.
j
A shocker of an ad. Speaks to neanderthal men and animal cruelty.
Disgusting ad. No it does not make me want bacon. Primo is a crappy business anyway… I’m in the food industry and they have a horrible reputation all my friends who have worked there ran out screaming.
I don’t understand this commercial. I don’t want to understand it. It’s horrible.
1. Bacon every morning
2. See creepy ad
3. Can’t look at Bacon anymore
4. Ad has saved me from my cholesterol problem
5. Thanks Ogilvy
Selling Bacon is easy. Example: http://youtu.be/5kjujVnwZEs
Ogilvy, advertising is easy. Don’t plagiarise creative ideas considering your rate card and what you charge.
Idea, why not Kevin Bacon in a Bacon Suit surrounded by Female models wearing Bacon Bikinis singing Robert Palmer’s “Simply Irresistible”.
Too cheesy?, nah, Bacony.
Awful ad, I don’t ever want to see bacon again after seeing this! Revolting.