Suggesting that at this point in history, where the exploitation and abuse of women is a front-and-center cultural issue, an ad making fun of pornography could be considered a little But I also took seriously email I got from MNB readers Offended by the 'racy' version of ad I thought it was was reasonably clever in approach and execution.
" I must admit that for me, this is a bridge too far," wrote Kevin Coupe, editor of the food industry newsletter Morning News Beat. However, some contend that the stunt is irresponsible, as well as tasteless, at a time when most brands are being more vigilant than ever to avoid media where their ads could run near potentially One-day activation is part of a humorous juxtaposition to highlight the concept of food porn that began with the release of the uncensored 60-second Big Game ad.” Statement, the brand said: “Devour is explicitly talking about #Foodporn, which has become a cultural phenomenon with over 185MM posts on Instagram today,” adding: “This Pornography site, Pornhub, for one day as part of the supporting marketing for the Super Bowl ad. Brand ads headlined "See hot food porn now" appeared on the site this past Monday. Takeaway: The strategy was an effective ruse.Īspect of the brand's game-ad strategy is raising eyebrows - and questions about whether it might backfire.Īccording to The Wall Street Journal, Devour bought ads on a real
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The longer version has her saying, “My boyfriend isĪddicted to frozen food porn.” In the TV version, she simply says, “My boyfriend has an addiction.” The main change is in the wording of the opening statement by the woman who’s offering a reality TV-like confession. And at least on YouTube, both ads are titled "Devour Food “three-minute man” and a failed lingerie seduction scene (above) - are still there, if edited for (so to speak) length. The ad’s double entendres than because it’s been radically toned down.Īctually, most of the suggestive voiceover dialogue and vignettes - including a reference to a The TV version is a bit of a letdown - but more because we have already been exposed (so to speak) to Now, the brand has released the actual Super Bowl ad (below). Longer, digital-only version first, with the explanation that it would be too risqué to air during the actual game - has generated more than 11.2 million views since it was posted on The reverse teaser strategy - releasing a Kraft Heinz frozen meals brand aimed at hungry guys - grabbed a whole lot of attention by releasing a 60-second, “ uncensored” version of its 30-second Super Bowl LIII ad.
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