Knorr 'bad word' by DDB Canada

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DDB Canada has launched an ad for Knorr frozen meals, which bleeps out the word "frozen" to sound like a rude word over a classic food demonstration. The idea is that when it comes to Knorr frozen food, "frozen doesn't have to be a bad word". The 30-second TV spot, entitled "bad word", shows consumers being introduced to the new product through various scenes; beauty shots of fresh vegetables, herbs and pasta, and a couple enjoying their Knorr frozen entree. In each shot, the voiceover talks about the frozen entree, and where the word frozen should be heard, it has been bleeped out. The spot ends with the tagline, "Frozen doesn't have to be a bad word".

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Released: 24 April 2006

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Credits

Title
Bad Word
Advertiser
Knorr
Product
Frozen Entrees
Agency
DDB Canada, Toronto
Creative directors
Andrew Simon/William Hammond
Art director
Paul Wallace
Copywriter
David Ross
Agency producer
Nan Mitchell/Marie-Pierre Toure
Production gompany
MacGuffin Film
Director
Kevan Bean
Producer
Sam Wool
Editor
Brian Williams, Panic & Bob Editing
Music
Ari Posner

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