‘Eat Like You Give a F*ck,’ Says This Hilariously Profane Ad for a Cookbook

The Thug Kitchen to the rescue

It's hard to eat healthy. If you're the type of person who's looking for inspiration to start putting better things in your mouth, you're not alone. Sometimes we just need a little nudge in the right direction. 

The Thug Kitchen Cookbook might just be that shining beacon of motivation to get you going in your quest for wholesome living. According to this amusing ad for it, it's "full of delicious, plant-based recipes" designed to set you right. 

The fine print says the food was tested by experts: "The effectiveness of the Thug Kitchen Cookbook was tested rigorously by us and our friends. It was scientific as hell. We made graphs, charts, diagrams and all kinds of shit. We even bought lab coats to make it feel more legit. Product results were consistently tasty and in rare cases, leftovers were produced."

The book will be published by Rodale later this month. But if you want a taste of what's to come, there's a website (heads up, it's laden with profanity, but hysterical) and an Instagram feed.

Check out the spot below, but fair warning: The language is extremely NSFW, so put your headphones on now!

Via Ads of the World.

Production Company: Process
Director: Daniel Schechter
Director of Photography: Chris Hamilton
Executive Producer: Tim Perell
Producers: John Lang, Greg Gilreath, Adam Hendricks
Editing Company: Whitehouse Post
Editor: Sam Puglise-Kipley
Assistant Editor: James Donahue
Executive Producer: Lauren Hertzberg
Senior Producer: Melanie Klein
Sound Design: Dig It Audio
Supervising Sound Editor: Tom Efinger
Music: Sam Retzer
Color: Color Collective
Colorist: Jeff Altman
Executive Producer: Claudia Guevara