“Some may say our
new commercial
is too hot for TV.
We’ll let the
audience decide.”
Katy Marshall, Springboard
The Reel Chicago team was not going to post anymore today, but that was before we came across the Devour Super Bowl spot.
The 3-year-old disruptive frozen food brand, which is owned by Chicago- and Pittsburgh-based Kraft Heinz, debuted its uncensored sixty-second Super Bowl commercial created by David Miami, online today.
There is no other way to put this – it’s funny as AF.
Brilliantly inspired by the brand’s mouthwatering and craveable line of frozen meals, the new ad shows how the froze food is so tasty, it is actually frozen food porn. The brand’s first-ever Super Bowl spot tells the story of a girlfriend who is struggling with her boyfriend’s insatiable addiction to frozen food porn.
He can’t stop watching, eating, and at one point even smelling Devour at home, in the office, and perhaps most memorably, in his garage. She tries several tactics to entice him away from Devour, making him a homemade meal and even watching amateur food porn videos, but her efforts are fruitless. Frozen food porn has already made him into a “three-minute man.”
Just watch:
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“Devour is known for its bold and unapologetic point of view, and we knew our first Super Bowl spot had to be just that,” said Katy Marshall, Marketing Lead for Springboard, a new platform dedicated to nurturing, scaling, and accelerating growth of disruptive food brands, including Devour.
The brand has an ambitious plan to build excitement around the campaign in the lead-up to the Big Game. Devour is launching 1-83-FOODPORN, the first food porn hotline with seductive descriptions of mouthwatering frozen meals.
Hungry callers can imagine laying in a bed of tender noodles, cozying up with melty cheeses, or treating their taste buds to smoky sausage and hunks of Angus beef. The hotline will be live through the game.
The brand is partnering with Barstool Sports to launch the Devour RV, a man cave on wheels for Barstool personalities to take on the road to Atlanta. Devour will be sponsoring Barstool’s social media and podcast content on the road featuring Barstool’s Big Cat, PFT Commenter, Rone and Kate.
Devour is also giving 15 lucky fans a chance to win a Devour freezer and a year’s supply of frozen meals through its first ever sweepstakes. One grand prize winner will receive the Ultimate Man Cave, which also includes a year’s supply of Devour.
The brand’s “safe-for-home” thirty-second spot will air during the third quarter of the Super Bowl on February 3, 2019. VaynerMedia is leading the brand’s social and digital activations.
It’s so fun to watch ain’t it?
Source: Devour
Contact Colin Costello at colin@reelchicago.com or follow him on Twitter @colincostello10.
