Garlic Sauce as a Thirst Quencher? Osmow's Makes You Consider It in Wacky New Spot

Fast casual restaurant Osmow's Shawarma unveiled its latest campaign showing just how irresistible its garlic sauce is — so much so that people would put it on anything. 

Helmed by Toronto-based creative agency Bob's Your Uncle, "Hooked on Sauce" is literally what the campaign title suggests: a pitch on how wildly addictive the restaurant chain's Garlic Sauce is. 

Being one of the most popular items on the menu, Osmow's Garlic Sauce is more than just a condiment — and the spot perfectly captures this by showing people using it as a substitute for a beverage, for coffee, and even for toothpaste.

 

 

 

 

 

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Bob's Your Uncle Founder and CCO Bob Froese explained the spot was built on a simple concept: to "make [viewers] salivate and make them laugh."

Peculiar yet hilarious and inventive, the latest effort from the brand and agency is a clear display of Osmow's brand identity — highlighting its unique product and best-selling sauce with the use of comedy. 

Just How Hooked? 

The 30-second "Hooked on the Sauce" introduces us to Tom, who might just be the biggest Osmow's Garlic Sauce fan there is. 

With each scene, his love for the sauce continues to grow. 

While Tom initially denies that he's "hooked," his actions say otherwise when he starts to pour the sauce on his steak and in his cup of coffee.

"We're out of milk," he argues, still in denial. 

 

 

 

 

 

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Tom even goes as far as replacing his water with the sauce right before he plays a game of hockey.

Things start to really get out of hand when he begins to use it as his toothpaste. 

"Yeah, he's hooked," the narrator says, as the commercial ends. 

Meanwhile, Mexican fast-food chain Taco Bell brought back classic offerings in its new Decades Menu.