Kraft flavored mayo works wonders on any fixer-upper sandwich

Posted on Fri May 28 2010

Kraft is bolstering its flavored mayonnaise with a dash of star power, courtesy of HGTV Design Star's Candice Olson, Genevieve Gorder and Vern Yip. Wel, OK, "star power" is pushing it, but they're nevertheless the new faces of Kraft's Sandwich Shop brand, making over humdrum sandwiches in TV spots from mcgarrybowen patterned after reality shows. There's also a range of print material, including one ad that goes so far as to "deconstruct" the sandwich. For those of you trying to pinpoint the exact spot at which post-modernism died, look no further. The campaign is geared toward bored middle-aged women who look to makeover shows for inspiration, hence Kraft's repetition of phrases like "go bold by stepping outside the flavor norm," which I can just hear Vern Yip saying with complete sincerity. Not for nothing, but mayonnaise hasn't inspired much except possibly heart disease, and there's a real difference between dramatically altering your appearance or living space and eating a BLT that tastes slightly different than before. It may still work, especially considering the amount of money Kraft is putting behind it, but it's definitely a stretch.

—Posted by David Kiefaber

Verizon Droid escalates its war on the iPhone by calling it a sissy

Posted on Fri Dec 4 2009

Since its introduction last month, the Droid, a Motorola phone available via Verizon Wireless, has come out swinging. The first ads, from mcgarrybowen, went after the iPhone by noting a series of things the hip Apple gadget doesn't do, like run multiple apps simultaneously or mow your lawn. But the latest Droid ad hits below the belt by accusing the iPhone of being (gulp) a sissy phone. "Should a phone be pretty?" it asks. "Should it be a tiara-wearing, digitally clueless beauty queen?" (To get the point across, the ad employs a visual of a tiara-wearing beauty-queen doll.) Casting the idea of prettiness aside, the Droid is presented as a phone that "rips through the Web like a circular saw through a ripe banana." Hey, Steve, it's on. I haven't seen a brand go after another's masculinity like this since Budweiser's infamous "Queen of Carbs" attack on SABMiller in 2004.

—Posted by Todd Wasserman

Miracle Whip will not just sit there quietly like that pathetic mayo

Posted on Tue May 19 2009


Add Miracle Whip to the list of low-budget foods feeling inspired by the shaky economy, and the reined-in consumer spending habits therein, to strike out in a new direction. Or don't. Frankly, we aren't sure if they're reinventing themselves or not. They seem to think so. "We have reinvented Miracle Whip" is a direct quote from one of their spokespeople. But while its Zingr online initiative is interesting, the new Miracle Whip ad campaign from mcgarrybowen markets the product as "the downscale sandwich spread [millennials] grew up with," which betrays the idea of transformation somewhat. One would think they might draw on their own currently relevant history instead. Miracle Whip was introduced during the Great Depression as a low-cost alternative to mayonnaise, premiering at the Chicago World's Fair in 1933. Spinning that as proof that Miracle Whip sustained us during rougher times than these would be uplifting and, more important, free of the insipid "Hey, kids, remember the '80s?" crap everyone else is doing.

—Posted by David Kiefaber



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