“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.

Droga5 London has recently launched a Radox campaign showing the power of smell to transform an gothy, emo kid into a happy dancing teen. 

“No regrets, just vinaigrettes.”

CREDITS
Client: Dixie
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