Philadelphia urges women to eat creamy foods ‘shamelessly’
Philadelphia has launched a campaign that urges women to stop feeling guilty when they eat creamy food.
In the TV ad, shot in the style of a musical, a female office worker declares “closets aren’t for cheesecake” and “I prefer my salad tossed” before throwing a tub of salad over her shoulder.
The spot, created by JWT Melbourne, ends with the line, “My sisters, love your creamy food and love it shamelessly.”
“We believe that most women can relate to the old ‘moment on the lips, lifetime on the hips’ adage,” said Ben Summons, Kraft Foods Australia/New Zealand category head – dairy.
“We are having some fun and breaking conventions, allowing women to enjoy creamy foods without the guilt associated with traditional cream-based dishes.”
The spot is supported by radio, print, online, search, PR and an experiential element that will see a Philadelphia branded van touring the country driving trials of Philly-based dishes.
Credits:
- Client: Kraft (Philadelphia)
- Marketing director: Amanda Banfield
- Category head, dairy: Ben Summons
- Senior brand manager: Helena Ngo
- Assistant brand manager: Jenna Hockey
- Creative agency: JWT Melbourne
- Executive creative director: Richard Muntz
- Creative group head: Jim Ritchie
- Art director: Hannah Smit
- Account service: Peter Randeria and Prue Tehan
- Planning: Angela Morris and Anuj Mehra
- Media: Carat
- Group business director: Catherine Krantz
- Strategy manager: Fiona Driver
- Business manager: Vanessa Jagiello
- Digital manager: Hayley Crossthwaite
- Senior Business executive: Sarinna Harte
- Experiential marketing: Traffik
- Strategic director: Adam Jeffrey
- Account director: Nick Harvey
- PR: Liquid Ideas
- Director: Stuart Gregor
- Account director: Tegan Flanagan
Tossed Salad?
Really???????
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“…then waddle your ass through the office shamefully.” Shamelessness is a good strategy on paper but shamefulness lasts longer.
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Serious question for the ladies; do you find that ad somewhat patronising?
I’m offended on your behalf, if it helps.
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wow! that’s very good…. wizard of oz inspired?????
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i like it. Its fun. Its different. dont be haten’
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Hand me my 7 iron….
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How is it that in that lengthy list of credits, not a single person knows that bruschetta is pronounced broosketta? 9/20.
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Needed the car wash girls from the AAMI TV ad…
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It is patronising, Tim. Moreso because the previous Philly ad featuring Jane Hall told women that they could be “naughty” (or whatever it was, can’t remember) by eating cream, but only the low-fat kind.
I am a great lover of Philly cream cheese and have to say that the lite version tastes awful! I know the concept of simply eating a certain product in moderation doesn’t fit into advertising too well, but wouldn’t it be nice?
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@Tim
YES! You hit the nail on the head.
Woman boss calling in her male assistant to tell him to take a note that she feels no shame for eating a creamy carbonara?
Um, yeah – because that’s the best use of a female executive’s time.
And perpetuating the food/shame myth?
I dunno… there’s a lot wrong with it.
Surprised to see so many women’s names on that list above, actually.
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Shameful. Do women really eat cheesecake in closets?! Seems like a fancy version of the KFC pigeon ad telling a society who is growing fatter by the day that it is ok to eat this crap and to do away with the healthy food options. It’s not.
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I’m supposed to feel guilty? Things you learn, eh. Better start watching TV.
But I’m glad the lady in this ad feels empowered to let co-workers know they should toss her salad.
(I refer the makers of this ad to this helpful definition:
http://www.urbandictionary.com.....ssed+salad)
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Shame!
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I liked the concept, didn’t quite get the tossed statement with the salad. And I felt the main character fake and over the top. Less rehursed and down to earth would have been better.
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gaffaw…she prefers her salad tossed…haha
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MAYBE, just maybe if your rather annoying / egotistical / insecure boss didn’t march up to your desk and shout out for all to hear what you’re eating for lunch then you might not have felt ‘ashamed’ in the first place.
This ad has inadvertently made me feel more ashamed about eating Philly. Job not well done.
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Every now and again, an ad comes along that makes you think ‘gee, if this is what society has come to, we’ve pretty much screwed things up, haven’t we?’
Someone should feel shame for eating real food, and instead eat some processed watered-down version of the real thing?
GAGF.
People of the world: eat whatever the hell you want. And if you don’t want to blow out, just do what the French do, and exercise some portion control.
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There is no such thing as a guilt free woman, not quite compelling enough to want to make me indulge on cream?
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Clearly CAD don’t understand the meaning of ‘tossed salad’… I wonder if this will attract complaints?
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This is exactly the sort of thing that makes me angry and depressed enough to crave fattening food. Which is a good technique if they want to flog Philly, I suppose.
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This has to be the most annoying and patronising ad on TV at the moment. The female executive with the high pitched voice and the bad 1980’s suit with the token male assistant and a bevy of bored women in cubicles getting excited about cream cheese? Seriously??
Is this how far we’ve come?
This ad is an insult to my intelligence.
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