ADdicted: (In The) Raw Humour

It happens far too often:

Brand Team: "We need something different. Something unique. Something bold! On brand and on strategy, of course, but we want a creative campaign that people will notice, love, and share with everyone they know!"

(Some time later)

Creative Agency: "We heard you, and we think you're going to LOVE this bold idea!"

Brand Team: "Cool, cool, but, um, can we tone it down?"

Fortunately, the folks at Cumberland Packing Corp, makers of the "In the Raw" brand of sweeteners, decided not to tone it down in this very meta spot.

https://www.youtube.com/watch?v=WV3j4Yg8HKk

I'm not intimately familiar with the brand or its strategy, so I'm not able to comment on whether this spot adheres to either of them. (Although I know a few people at Broken Heart Love Affair, the creative agency that produced this spot, so I'm betting both are spot on.)

But it made me laugh out loud.

It made me think about a brand I almost certainly have never thought about before.

And I'm taking the time to share this with all of you.

So I'd say this ad's (In The) Raw humour did its job.

Kudos to the team for an effort that was clearly, um, all out.