A new spot for Hidden Valley Ranch by the Chicago office of mcgarrybowen flirts with the prospect of a cussword before pulling a switcheroo kinda thing.
Family Shaker describes how food tastes when it is sprinkled with the food company’s new Original Ranch Seasoning Shaker, a dispenser that dispenses a dry, spice-like version of Hidden Valley’s classic ranch dressing.
The 15-second commercial is part of the “Great News America” campaign, and it relies on a pop lingo acronym to get the point across.
Under most circumstances, pop lingo acronyms sound dumb when spoken by adults. Even in the parlance of youth, they enjoy fleeting coolness at best. The likes of “TMI,” “JK,” and “LOL” went from clever to annoying in a matter of weeks. Working this style of catchphrase into a commercial is a risky proposition.
The team at mcgarrbowen not only embraced the challenge, but they also did it while hinting at what Ralphie from A Christmas Story describes as, “the queen mother of dirty words.”
Check out the spot below to learn the real meaning of “BFD.”
The “Great News America” campaign follows a multi-platform media plan that launches first in the U.S. with broadcast, direct-response TV, shopper media apps, print, banners, and paid social.
According to Hidden Valley Marketing Director Brian Steinbach, the legendary flavor contained in the Seasoning Shaker deserves all the hype that mcgarrybowen gives it.
“We believe that the time is right to boldly share how people can bring the taste they love to more and more foods with our seasoning line,” he explains. “We are giving consumers a range of seasoning products that they will love just as much as they love our dressings and dips.”
CREDITS
Advertising Agency: mcgarrybowen
Chief Creative Officer: Ned Crowley
Executive Creative Director: Kurt Fries
Creative Director, Art: Anne Pazen
Creative Director, Copy: Scott Balows
Head of Production: Steve Ross
Head of Business Affairs: Joann Baker
Content Producer: Carrie Lewis
Production Business Manager: Jillian Wishniewski
Chief Strategy Officer: Jennifer Zimmerman
Executive Planning Director: Kate Walters
Managing Director: Peter Geary
Account Director: Pepper Kavaney
Account Executive: Jack Malone
Production Company: m ss ng p eces
Director: Patrick Sherman + David Ma
Producer: Greg Jones
Editor: Aaron Kiser
Post House: Cutters
Media Agency: OMD
