You can tell the type of guy he is by the type of sauce he uses when barbecuing. That's according to this new pitch for Kraft Foods' Bull's-Eye, which also happens to be the first time the barbecue-sauce brand has aired a national ad in 15 years. The spot, by Draftfcb in Chicago, is part of a larger campaign now running with the tagline, "The bold choice." It equates barbecuers' use of "bold" sauces (i.e., Bull's-Eye) with a strong character. After all, as the ad says, "They don't build statues of sweet men. Well, they do, but they're called figurines." And who wants to be called that?
—Posted by Elaine Wong