Though people don't typically associate frozen foods with raunchiness, Devour's latest ad is consistent with prior marketing efforts: It launched in 2016 with the tagline "Food You Want to Fork. Among the suggestive lines is the girlfriend saying that the addiction has made him a "three-minute man," as in the amount of time it takes to heat up a frozen meal. In the uncensored version, a woman talks about her boyfriend's problem with "frozen food porn" and says he watches it several times a day and has a hidden stash of photos - of food. Devour isn't giving details on what it's cutting, beyond saying it won't use the word "porn." Even so, Adamson said, it can backfire because the suggestive message doesn't tie in closely with the product itself. "There's nothing worse than spending $5 million and having no one notice."ĭevour released a 60-second "uncensored" version online Wednesday and plans a toned-down, 30-second version during the Feb. "It's an example of the intense pressure on marketers to at all costs say 'Hey look at me,'" he said. So why take the risk? The stakes are high as a 30-second ad can cost more than a reported $5 million. It doesn't carry the name recognition of companies that are staples in the Super Bowl commercial lineup like Pepsi or Doritos. "It's more likely to do more damage than good for the actual brand." Devour is a brand you might not recognize on sight. "Male millennials may get a yuk out of it, but it is going to do very little to sell any products," he said. About Press Copyright Contact us Creators Advertise Developers Terms Privacy Policy & Safety How YouTube works Test new features Press Copyright Contact us Creators. ![]() That's likely to happen with Devour's ad, said Allen Adamson, co-founder of the branding consultancy MetaForce. Watch this commercial from the 2016 Super Bowl that features a herd of sheep singing Queens Somebodys to Love to express their feelings for the Honda. Raunchy ads risk offending or polarizing a company's intended target audience. But advertisers have largely toned it down in recent years, focusing instead on crowd-pleasing approaches using animals, humor or celebrities. Think Cindy Crawford downing a Pepsi wearing skimpy shorts in 1992 or the 2013 GoDaddy ad that showed a squeamishly close-up shot of a kiss. Super Bowl ads have long used raunchiness and sex to stand out during advertising's biggest stage. ![]() ![]() Kraft Heinz' frozen-food brand Devour is trying to make waves during its Super Bowl debut with an ad that takes a humorous, innuendo-packed jab at one man's "porn addiction" - as in "frozen food porn." The company's new ad proved too racy to air in its entirety during the Super Bowl, but Devour has reportedly worked with CBS to agree on a tamer 30-second version.
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