TITLE

Heinz aims smart spots at brilliantly stupid kids

AUTHOR(S)
Garfield, Bob
PUB. DATE
May 1999
SOURCE
Advertising Age;5/24/1999, Vol. 70 Issue 22, p65
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reviews the advertising campaign for Heinz tomato ketchup, created by Leo Burnett Co. in the U.S. as of May 1999. Given how indiscriminately children use ketchup, H.J. Heinz Co. has decided to cultivate that market still further. The result is a witty, unexpected and most refreshing global campaign from Leo Burnett Co. that discards all the silly old cliches of the genre in favor of savagely funny observations of ketchupness. Maybe the best of the lot shows a ketchup bottle poised over a burger, its contents stubbornly refusing to pour out. "Heinz tomato ketchup doesn't mean to keep you waiting. It's not trying to be rude. But let's face it: It is rude." That tag: "Heinz tomato ketchup. The rude ketchup." Unlike other postmodern, advertising-aware advertising campaigns, which tend to be more smart-alecky than clever, this one is at least as much about the product as it is about the worldview of the audience.
ACCESSION #
1873638

 

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