mcgarrybowen launched two new spots for Kraft brand Lunchables starring veteran actor Malcolm McDowell as part of a campaign it launched earlier this year.
In “Sophisticated Snacking with Malcolm McDowell,” the actor attempts to present Lunchables as “Sophisticated Snacking” while that message is continually and repeatedly undercut. It’s another variation on the reluctant spokesman trope we’ve seen employed so much this year (most prominently by Droga5), with the difference being that in this instance McDowell plays things serious but no one takes him seriously. Another spot, “New Walking Taco,” introduces the new product and breaks the fourth wall, with the director correcting McDowell’s misreading of a line. As the ad continues, it devolves into a mess and one actress acts if they’re even still rolling.
The ads manage to find themselves somewhere in the middle of the pack of the sarcastic advertising parodying advertising trope, with McDowell turning in a good performance and one of the spots managing a slightly different take on the gimmick. The problem is that the schtick has been played out so much by this point that the spots can’t help but feel tired. Maybe it’s just time for advertising to leave this particular tactic behind and move on to the next thing.
Credits:
Client: Kraft Foods
Advertising Agency: mcgarrybowen
Chief Creative Officer: Ned Crowley
Group Creative Directors: Todd Brusnighan, Doug Behm
Director of Content Production: Steve Ross
Agency Producer: Mike Dahl
Account Managing Director: Kate Burke
Account Director: Ellen Cohen
Production Company: Hungry Man
Director: Wayne McClammy
Executive Producer: Mino Jarjoura
Editorial Company: Cutters
Editor: Grant Gustafson
Visual Effects Company: Flavor
Final Color: Nice Shoes
Colorist: Ron Sudul
Final Mix Company: Another Country
Mixer: David Gerbosi