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Ad of the Day

Pyrex "Cooking Solved"

Brand: Pyrex Glassware
Agency: Cramer-Krasselt
Review Date: November 17, 2009

There are big problems you can't solve (and don't even want to think about), and there are small problems that can be solved. In this tough year, people feel a certain pleasure in focusing on the latter. Pyrex capitalizes on that sentiment in a spot that builds up to the motto, "Cooking Solved." Along the way, we learn that the company has introduced such problem-solvers as a whisk that can scrape the side of the bowl and a cheese grater that measures the amount of cheese you've grated. It's presented in a simple, line-drawing style that you'll find either boring or mildly charming, depending on your taste. The fact is, there's nothing very exciting going on here, and viewers who aren't predisposed to feel interested in kitchen gadgets will likely let their attention drift elsewhere. But then, they're probably not the sorts who'd be buying cookie sheets with handle-like flanges in any case. In a period of lowered expectations, the spot's modesty seems like a virtue. When the closing voiceover says this array of new Pyrex tools will "make cooking a little easier," there's something refreshing (and well attuned to the present consumer mood) in the small scale of that claim. And it's certainly more plausible than the puffery in which an ad claims that a product will "revolutionize" something or other. Pyrex's target audience probably doesn't want cooking to be revolutionized in any case. They just want it made a bit easier, and one comes away from the spot inclined to believe these gadgets will deliver on that promise. --Mark Dolliver

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Overall rating:

(2.82

) Good

11 Comments

1. Shizzle comments:

November 24, 2009

It was ok to not bad. Wow, a middle of the road review. Does that ever happen on these comment boards, or is everything either brilliant or Hitler-esqe? So many underlying issues with these commentators.
2. @@hal comments:

November 19, 2009

I'm just saying, this shop used to be a MUCH brighter spot on the Chicago scene. Remember the buzz around them when they had Careerbuilder?
3. Jealous? comments:

November 19, 2009

"Best day's are far behind them"? "Sellout"?...seriously? When did they lay you off? Somebody sounds bitter or jealous, because this seems like good work given a boring category.
4. yawn comments:

November 18, 2009

Good message but dull execution.
5. @hal comments:

November 18, 2009

That's interesting you see potential, Hal. CKs best days are far behind them. CK management fancies themselves as mavericks. They are so proud of being an independent shop that will never sell out. Clearly they have sold out already.
6. Hater comments:

November 18, 2009

Hal, maybe it was a TV spot instead of a series of print ads because print sucks...and doesn't work. Oh, they had print, too, I read elsewhere.
7. hal incandenza comments:

November 18, 2009

style--and not that much of it--leads over substance. tell me why this was a tv spot instead of a series of print ads? c-k has so much potential, but the owners just want to milk their "safe" reputation forever.
8. ali comments:

November 18, 2009

smarter, easier and faster. isn't that what we are all looking for in the products we buy? This will breathe some life into Pyrex sales for sure. it's simple. it's memorable. it's good.
9. Adam comments:

November 17, 2009

Love the honest tone.
10. BJS comments:

November 17, 2009

I liked it. Very informative about new products. Simple. Creative. Sweet sounding voice.
11. WOW comments:

November 17, 2009

What happened to this once very respected creative agency?