Man wearing SPAM jacket sells the sizzle of putting some on the barbie
Clemenger Brisbane has created the first Australian SPAM ad in decades featuring a man wearing a jacket made out of the canned meat as he cooks some on a barbecue.
The ads aim to make the ‘Sizzle Pork and Mmm’ brand platform resonate with Australians by showing a new way to enjoy SPAM in a can, putting it on the barbecue.
The first 15 second online spot shows a man wearing a jacket made out of SPAM saying “SPAM is a sometimes food, like sometimes you need to breathe”.
Another spot explains why you should could SPAM on a barbecue and not in the microwave as the man barbecuing says “no one has friends over to microwave”.
The third spot features the man asking if clouds ever think he looks like SPAM.
Jaynee Dykes, senior brand manager at SPAM, said the brief was to “sell the sizzle”, spread the word about SPAM and encourage people to cook it in new ways.
“The team did a great job translating the global, ‘Sizzle Pork And Mmm’ platform into Australian BBQ culture to show people a new way to enjoy this versatile meat in a can.”
Cristian Staal, creative director at Clemenger Brisbane, added: “Australians clearly love to BBQ, but we can get overly passionate and a bit over-the-top about it. We realised that SPAM Fans feel the same way about their beloved brand.
“That’s where our guy with his perfectly-grilled pinstripe suit comes in.
“And I have to say, SPAM Classic makes a regular appearance on our BBQ now. I’m a convert.”
Credits:
- Client: Hormel Foods International Corporation
- Sr. Brand Manager SPAM® Brand: Jaynee Dykes
- Australian Agency: Clemenger Brisbane
- U.S. Agency: BBDO Minneapolis
- Managing Director: Rob Hudson
- Creative Directors: Cristian Staal and Marianne O’Brien
- Head of TV and Content: Robyn Dodd
- Brand Strategy Director: Gay Chinchen
- Australian Account Management: Kelsey Seeger, Fraser Coss and Vanessa West
- U.S. Account Management: Megan Siewert, Olivia Sherlock, Alison Siviter
- Production Company: Play
- Director: Frazer Bailey
- Producer: Justin Lyons
- Art Department: Adam Head
- Post Production: Empire Post
- Editor: Digby Hogan
- DoP: Daniel Ardilley
- Composer: Mark McDuff
- Sound Designer: Ross Batten
- Media: OMD Brisbane
- Business Director: Nathan Fraser
- Account Director: Todd Gordon
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