Bronx-based culinary collective Ghetto Gastro recently unveiled a new video campaign featuring “Iron Man” star Gwyneth Paltrow.
Ghetto Gastro was founded by artist Jon Gray and chefs, Pierre Serrao, and Lester Walker (authors of the Black Power Kitchen Cookbook).
“The Bop Mobile” introduces Ghetto Gastro’s new gourmet toaster pastry flavors, such as Brown Sugar and Sweet Potato.
It is part of a series of multi-format, multi-styled videos centered around the "Bop Line" — a customer service hotline (1-833-GHETTO-1) that summons a Ghetto Gastro toaster pastry as the ultimate emergency flavor-fixer.
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The series was made in collaboration with full-service creative production house Equator Studio and Scottie Cameron, a known commercial director whose latest work premiered at the Tribeca Film Festival earlier this year.
Other videos to be introduced in the "Bop Line" series include:
- The Bop Line Intro with Siddiq Sanderson & Jerrie Johnson
- Brown Sugar Hill with Michael Early
- WTF is a Bop? with Malibu Mitch
- Sweet Talk with V Boogie & Chantal Adams
- Infomercial with Siddiq Saunderson
According to a report compiled by Data Reportal, in collaboration with Kepios, 5.17 billion people or over 86% of the global population are on social media platforms.
Given this overwhelming number, it's not a wonder that brands are increasingly creating social media content to market their products, just like how Ghetto Gastro is embarking on a video marketing campaign to launch its new products.
Blending Culinary Art and Entertainment
"The Bop Mobile" opens with background voices resembling a get-together as Paltrow emerges from behind a closed, glass door, looking panicked.
We see her anxiously talking with the Ghetto Gastro Bop Line receptionist, played by Gray, telling him she's once again without food that anyone would want.
Gray then tells her to “buckle up,” they’re sending a car to her, and Ghetto Gastro's got her back.
A series of shots starts with a dramatic garage door opening, revealing a silver toaster on wheels making its way through the streets of New York City.
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The toaster crosses busy roads, traversing through some heavy foot traffic on the Brooklyn Bridge, and braving crosswalks before coming to a stop right in front of Paltrow’s feet.
Paltrow grabs a pastry from the toaster and walks away, telling the little guy to follow her.
We now see a product shot of Ghetto Gastro’s Gourmet Toaster Pastries before the little toaster scoots to a spot next to a martini glass.
Paltrow, now relaxing with a martini in her hand, ends the spot by enlightening us with what "Bop" actually means for Ghetto Gastro: Burst of Pleasure.
October has seen numerous brands partnering with some well-known figures and celebrities.
Earlier this month, McDonald’s teamed up with popular streamer and online personality Kai Cenat to reveal their new, limited-edition Chicken Big Mac.
