Pork Campaign Takes Potluck Approach

Advertiser: National Pork Producers

Agency: Bozell Worldwide, Chicago

Challenge: Freshen up the “Pork--the other white meat” campaign, introduced in 1987.

The Ad: A television commercial takes viewers on a remote-control tour of TV cooking shows, where famous chefs, including the Food Network’s Two Hot Tamales, prepare dishes using pork. As the commercial ends, viewers discover the remote control is being operated by the Three Little Pigs. While two pigs seem pleased with the popularity of pork--it’s on every channel--one pig understands the implications and gasps.

Comment: Famous chefs and the Three Little Pigs. What next, an endorsement from the Wolf? Judging from the ads, this familiar campaign is running out of ideas. Perhaps after 11 years, it’s time to give “the other white meat” a rest. $$