The Hills are Alive…

beef-ad1…with the sound of mooing.  This is a full page magazine ad that ran last year in People.  (I was in my doctor’s waiting room, OK?)

What the heck is this?  The “Land of Lean Beef”?!?!?!     Who’s the agency genius that came up with that idea?  And then someone said, “Yeah!  We can build a beautiful landscape out of cooked meat!  Ooh ooh wait – we could make mountains!  With a broccoli forest surrounding them!  And for the snowy peaks we can use some vague whitish sauce reminiscent of semen!”

I LOVE beef.  About the only way you could make it unappealing to me would be to overcook it, make it look really stringy, surround it with the world’s most disliked vegetable, and masturbate on top of it.

Who do you suppose at the Beef Marketing Board gave final approval to this?   I mean, you don’t have to be a marketing expert to recognize an unattractive (almost nauseating) image when you see one.  What was it that over-rode common sense?  Was the aforementioned Stephen Hawking at the ad agency cooing in the beef executive’s ear, “mountains are manly and rugged and strong –  just like what our target demographic of 30 – 49 year old males want  to be.  And since the readership of People is mostly female, and they do most of the food shopping, and they want their husbands to be big and strong, too, it’s a no-brainer!  Cows will be getting slaughtered at a frantic pace!”

From the other end of the quality spectrum, my favourite  bit of meat marketing is from a steakhouse billboard campaign I saw a few years ago.  I can’t remember the brand now, but their slogan was, “There’s plenty of room for all God’s creatures… right next to the mashed potatoes.”

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4 Responses to “The Hills are Alive…”

  1. Clayton Says:

    I also can’t figure out how this garbage makes it to production.

    Does anyone ever read the treatment out loud to see if it makes any sense at all?

    My current favorite spot to hate is Pepto Bismol’s TV campaign: Woman calls Pepto’s hotline (why do they have a hotline?) to see if they’re “covered”???? Why??? If you can’t come up with some logic for this at this stage, you DON’T make the ad!

    2nd big hate is for any and all current Subway spots. They just leave you shaking your head.

  2. Michel Chiasson Says:

    i am still wondering….one of your tags is semen??? i laughed though….good post, bad marketing idea…..- semen?

  3. Stephen Brooks Says:

    Michel – It made you click, though…

  4. Jon Says:

    I became a vegetarian because of this campaign! Thanks, I lost 20 lbs!


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