“At BBQs across America, men are made to feel ashamed for preferring salad over meat. But this grilling season, let’s come together and help put an ‘endive’ to salad shaming.” This is the Fourth of July message by paper plate company Dixie and advertising agency Droga5 New York.
The 60-second ad says that “Every barbecue season, men everywhere are made to feel like lesser men for eating salad”. Poor salad-shamed men finally have a solution: plates which are capable of holding all kinds of salads.
“Maybe it’s your third barbeque this weekend. Maybe you’re just going through a thing. Or maybe you just want some damn endive,” the narrator says.
The concept is of course a bit ridiculous, the idea that blokes have to fight for their right to a Greek salad. The over-the-top nature is helped by a slow-motion walk of bad ass men carrying plates of greens.
The spot will be promoted on the Dixie’s Facebook, Instagram and Twitter pages throughout the Fourth Of July weekend. As well as a Facebook Carousel spinning different manly summer salad recipes, including a seven-layer salad and a Greek pasta salad. The Carousel also features calls-to-actions for men to eat salads together.
“No regrets, just vinaigrettes.”
Campaign: We the Salad Men
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Creative Director: Devon Hong
Creative Director: Jeff Scardino
Junior Art Director: Tommaso Fontanella
Junior Copywriter: Ted Meyer
Chief Creation Officer: SallyAnn Dale
Social Producer: Luke Bumgarner
Global Chief Strategy Officer: Jonny Bauer
Strategy Director: Elaine Purcell
Strategist: Newman Granger
Senior Communications Strategist: Delphine McKinley
Senior Data Strategist: Brad Mumbrue
Data Strategist: Remy Lupica
Executive Group Director: Brett Edgar
Account Director: Ross Gillis
Account Manager: Andrew DeMatos
Associate Account Manager: Kyra Gembka
Project Manager: Lindsay Larson
Client: Dixie/Georgia Pacific
Senior Director of Content: Shari Neumann
Senior Brand Director: Andrew Noble
Director, Brand Building Leader: Teresa Bossong
Associate Brand Manager: Nandini Subramanya
Social Media Coordinator: Brooke Lujano
Production Company: D5 Films
Director: Brian Lannin
DOP: Brian Lannin
Producer: Sara Vander Horn
Editor/Sound Mixer: Eric Harnden
Please login with linkedin to comment
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]
Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]
Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020, Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]
Award-winning house and land provider, Thrive Homes has launched a new brand campaign to encourage homebuyers worried about the complicated process of building a new home to say 'no' to stress and 'yes' to an efficient, more affordable new home without compromising quality by making 'The Clever Choice' and choosing Thrive.
Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]
Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]
Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]