Ogilvy Sydney draws on American Beauty to promote Primo bacon

Ogilvy Sydney has revealed its first campaign for Primo Smallgoods since being appointed as its creative agency late last year.

The campaign for the brand’s bacon pastiches the famous scene from Sam Mendes’ film American Beauty where Mina Suvari is showered with rose petals while lying naked, with bacon replacing rose petals, and a man replacing Suvari. It ends with a woman’s voice interrupting the tranquil music and drags him back to earth where he is enjoying a bacon sandwich.

It finishes with the tagline “Good morning bacon”.

Ogilvy says its targeting “all Australians who simply get lost in their love of bacon and the emotions they smell” and 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,” said Back. “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 30 and 15 second TV commercials  start airing on free to air TV and online today, with out-of-home, digital and in-store activity to follow.

The American Beauty spot:


  • 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

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