The Meat and Livestock Commission is launching a campaign for pork
mince through BMP DDB this week, starting with a 50-second television
commercial that shows a man trying to look after his young son and
prepare an evening meal at the same time.
Set against Billie Jo Spears singing Stand by Your Man, the hero
attempts to combine the two tasks successfully, and is repeatedly
distracted from his cooking by the toddler’s hair-curling antics.
The little boy waddles around with a full-size mop, pulls down a plant,
climbs into the fireplace, and gets into all sorts of mischief while his
father struggles with the cooking.
Time is running short and the father realises his son needs constant
attention. However, with the help of the pork mince recipe booklet, the
man manages to have a delicious meal ready for his wife’s return from
work.
As they sit down to eat, the man looks smugly at his wife. But at the
end of the meal his pride is dented when he realises he is using his
son’s bib to wipe his mouth instead of a table napkin.
Chris Lamb, the consumer marketing manager at the Meat & Livestock
Commission, said: ’It is witty and charming while showing it is possible
to create a healthy, delicious meal with the minimum of fuss.’
The ad was directed by Paul Gay, who has also recently worked on a
number of Volkswagen spots for BMP through his production company,
Outsider.
Stuart Buckley was both art director and copywriter on the film.
The campaign’s endline, ’Pork mince. Great food made simple’, also
appears on the free recipe booklet and on a range of in-store
promotional material.
A single-page press ad will also appear in women’s weeklies from next
week. Media buying is by BMP Optimum.
