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Creative agency Johannes Leonardo is back with another wacky spot for meat company Oscar Mayer — and things only get crazier.
Two spots, which are part of the overarching "Keep It Oscar" campaign, aim to highlight Oscar Mayer's long and tedious smoking process to ensure the taste and quality of its thick-cut bacon.
However, it takes an unconventional approach by "smoking over" other ads to prove it.
"All bacon ads are about bacon, but when your bacon is smoked longer than most, sometimes your bacon ad will run into a beauty ad or a shaving ad," shared Johannes Leonardo Creative Director Zack Roif.
He adds that when a 15-second media buy isn't enough time to show how long it takes to smoke Oscar Mayer's bacon, the agency wanted to disrupt other ads to drive this point home.
Bologna that rejuvenates? Bologna that hydrates? Indulge in your Meaty side with Oscar Mayer® Bologna Face Masks. Available on Amazon. https://t.co/5tnYONXe4M#KeepItOscarpic.twitter.com/iUCAeV34Kx
— Oscar Mayer (@oscarmayer) January 19, 2022
This isn't the first time Oscar Mayer has "ventured" into beauty advertising.
In 2022, it partnered with Korean skincare brand Seoul Mamas to launch its own Bologna Face Mask and made it available on Amazon.
“Oscar Mayer has a legacy bringing levity to things that have gotten too serious, and beauty is a ripe territory to playfully subvert,” Oscar Mayer Sr. Marketing Analyst Lindsey Ressler said at the time.
How to Disrupt Beauty Ads with Bacon
The first advert starts off like any unsuspecting bacon commercial, with mouthwatering shots and close-ups of the product.
Things then take an unsuspected turn when it begins to showcase a man applying foam and shaving his facial hair, touting the razor's features before he's distracted by a smoky scent lingering in the air.
Turns out, the smell was coming from an Oscar Meyer smoker just a few feet away, where its 12-hour slow-smoked bacon is being made.
"Yup, we're still smoking that bacon," the narrator says as the spot ends.
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The second spot follows the same premise, starting off with the bacon commercial before cutting to a beauty ad promoting the faux brand "Glimmiér" gloss.
A woman in a studio dances around as she tries on the lip gloss, but is again distracted by smoke in the air.
At the corner of the room lies the Oscar Mayer smoker, still smoking that bacon.
According to Oscar Mayer Brand Communications Manager Shelby Max, the brand could simply tell customers that its bacon's 12-hour smoking process is the only one that delivers the exceptionally crisp and smoky flavors they crave.
But where's the fun in that? So, it opted to "meat" them in unexpected ways "to challenge the traditional paid media mix."
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Editing by Katherine 'Makkie' Maclang
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