Baby Carrots “Extreme”

Seldom if ever has a commercial for a healthy food had more need of a “Do not attempt” small-type advisory, as seen at the bottom of the screen in this spot for a brand of baby carrots imaginatively named Baby Carrots. But it’s hard to argue with the logic of the approach taken here by Crispin Porter + Bogusky of Boulder, Colo., which yields a woman firing baby carrots from an anti-aircraft gun at a fellow who is flying in a grocery cart attached to a jet engine. As the most cursory glance at their waistlines will confirm, Americans like junk food. And, despite a proliferation of good-for-you products, mainstream consumers have shown limited enthusiasm for foods whose chief appeal is healthiness. So, why not present this healthy product as if it were junk food? The positioning is made explicit in the motto, “Eat ’em like junk food,” which has the added advantage of being memorable. The ploy is not without its perils, of course. If you awaken consumers’ never-too-sleepy appetite for junk food, maybe they’ll go and buy some, um, junk food! Still, it seems worth a try for a product that will otherwise languish in the virtuous-but-boring category.–Mark Dolliver