Chainsaw in chicken farm
A US chicken brand uses a parody of infomercials to promote its products
A U.S. chicken brand advertises its products with a parody of infomercialsBy Thérèse BalduzziAdvertising for industrially packaged meat products is rarely original as a rule. The new campaign by U.S. chicken brand Perdue Farms is an exception. It takes a rather crude jab at the ubiquitous infomercials on television.
Anyone who has suffered from insomnia knows all too well what an infomercial is. Especially in America, where they occupy the channels in large numbers at night (and at other cheap broadcasting times). Whether they're touting kitchen appliances, fitness machines or beauty lines: They are usually long-winded and terribly cheaply made. Sometimes they are so bad that they are almost good again and acquire a hypnotic quality that keeps you from switching off or changing the channel.
Instead, one admires the tastelessness of the sets that serve as the backdrop for the screening, or one is amused by the assiduously studious assistants and amazed by the audience, which always claps enthusiastically.
The company's chairman acts as a purchase motivator in the commercial
The latest American campaign for chicken brand Perdue Farms by Lowe Lintas & Partners, New York, is based on this love-hate relationship. In the three spots "Chicken Tank," "Nuggetizer" and "Chicken Chain Carver," infomercials are staged for machines for preparing chicken meat that are as freely invented as they are absurd. In "Chicken Tank" a kind of incubator is demonstrated in which the demonstrator cuts the fat off the chicken parts. Even the "Paid Advertisement" usually inserted in infomercials is not missing. The audience jeers and claps until Jim Perdue, chairman of the company, stands up in the middle of the audience and says, "But why not buy Perdue Chicken Breasts?" As he explains that these have already been stripped of all fat, security personnel head toward him and usher him out.
The pattern is repeated in "Nuggetizer," in which the demonstrator demonstrates a kind of meat grinder that can be used to turn any chicken part - even giblets and skeleton - into nuggets: "Kids won't have a clue what they are eating," he says, while the audience enthusiastically shouts "Nuggetize it!" Again, Jim Perdue calls attention to Perdue's chicken nuggets, which contain only white chicken.
In "Chicken Chain Carver", chickens are cut up with a chain saw. In the end, the table on which they were lying also falls victim to the saw. The spots do without taglines and only display a phone number and a website address. The Perdue spots were created by Simon Bowden and David Lowe. Joe Public was the director.
Anyone who has suffered from insomnia knows all too well what an infomercial is. Especially in America, where they occupy the channels in large numbers at night (and at other cheap broadcasting times). Whether they're touting kitchen appliances, fitness machines or beauty lines: They are usually long-winded and terribly cheaply made. Sometimes they are so bad that they are almost good again and acquire a hypnotic quality that keeps you from switching off or changing the channel.
Instead, one admires the tastelessness of the sets that serve as the backdrop for the screening, or one is amused by the assiduously studious assistants and amazed by the audience, which always claps enthusiastically.
The company's chairman acts as a purchase motivator in the commercial
The latest American campaign for chicken brand Perdue Farms by Lowe Lintas & Partners, New York, is based on this love-hate relationship. In the three spots "Chicken Tank," "Nuggetizer" and "Chicken Chain Carver," infomercials are staged for machines for preparing chicken meat that are as freely invented as they are absurd. In "Chicken Tank" a kind of incubator is demonstrated in which the demonstrator cuts the fat off the chicken parts. Even the "Paid Advertisement" usually inserted in infomercials is not missing. The audience jeers and claps until Jim Perdue, chairman of the company, stands up in the middle of the audience and says, "But why not buy Perdue Chicken Breasts?" As he explains that these have already been stripped of all fat, security personnel head toward him and usher him out.
The pattern is repeated in "Nuggetizer," in which the demonstrator demonstrates a kind of meat grinder that can be used to turn any chicken part - even giblets and skeleton - into nuggets: "Kids won't have a clue what they are eating," he says, while the audience enthusiastically shouts "Nuggetize it!" Again, Jim Perdue calls attention to Perdue's chicken nuggets, which contain only white chicken.
In "Chicken Chain Carver", chickens are cut up with a chain saw. In the end, the table on which they were lying also falls victim to the saw. The spots do without taglines and only display a phone number and a website address. The Perdue spots were created by Simon Bowden and David Lowe. Joe Public was the director.
