Do you have to go all out to go all natural? It’s a provocative question that’s posed in a Hormel Natural Choice sandwich meat commercial currently airing.
The commercial opens with John’s wife shooing him over to the shared property line to ask his neighbor what’s up with his property. Doug pops up amongst a vast array of grains and vegetation, responds to John’s greeting and answers his question about the bizarre overgrowth. “Joan is on this all natural kick,” Doug explains. John is astounded, taking in the bucolic scene in his suburban neighborhood.
“That’s a goat,” he exclaims, pointing at Doug’s roof. Sure enough, there’s a goat eating vegetation that’s inexplicably sprawling across the shingles. “Yea,” Doug sheepishly acknowledges. In the background, Joan pops up and greets her neighbor. “Hi John,” she brays in a sweet voice as she waves, revealing that she doesn’t shave under her arms and that she’s apparently unclothed, taking au naturel to an unexpected extreme. Clearly taken aback by the sight of her, John weakly returns the greeting.
Cut to a view of the house from across the street. In the blue sky above Doug’s house pops the question:
Q: Do you have to go all out to go all natural?
Up to this point I love the commercial. What a fabulous idea! True, we’ve glided through two-thirds of the 30-second spot and we have no idea what product or service is being promoted, but our attention is rapt. We can’t wait to find out.
Cut to a beauty shot of a package of Hormel Natural Choice sandwich meat on a white plate with an olive green background.
“Not with Hormel Natural Choice sandwich meat.”
Say what?! Hormel sandwich meat? Are you kidding me?
What a misfit. Did the Hormel advertising agency, BBDO, have this concept pretty well baked, sitting on the shelf waiting for a client to bite? Hormel needed a commercial to promote its Natural Choice sandwich meats that have no preservatives. All natural = No preservatives. The equation isn’t perfect for me, but the folks at Hormel loved it, or were too seduced by the creative to make a rationale decision.
I see it as a huge disconnect. The narrative doesn’t lend itself to home-made deli sandwiches. I expected it to be for a home and garden business or related product.
Exacerbate the disconnect by showing the wrong character – Doug – enjoying the all natural sandwich. Weren’t you expecting to see Joan? Didn’t you get the sense Doug was exasperated with Joan’s nature kick: that he had had about all he could stomach? I did.
“Great taste. No preservatives. Hormel. Life better served.”
Huh!
“That’s a goat!” is correct. The goat is whoever green lighted this concept for sandwich meat.
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