Dear men of the world: The Fourth of July is just around the corner, which means it's time to fire up the grill and break out all the meat. Some of you are surely thrilled by the idea of cooking up a juicy steak with an ice-cold beer in your hand. Others will sit back in fear, knowing they have to hide their one true food love—salad—from friends and family out of fear of being ridiculed.
Dixie knows it can be hard for men to feel accepted at holiday events when they stack their sturdy Dixie plates and bowls full of leafy greens instead of beefy meats.
But don't fret, men of America. There's finally a solution. Dixie's new campaign from Droga5 is here to set arugula-loving men across the country free—by putting salad shaming to rest.
"Maybe it's your third barbeque this weekend. Maybe you're just going through a thing. Or maybe you just want some damn endive," the narrator says. It shouldn't matter, the spot argues. It is Independence Day, after all, and these oppressed men should feel free to eat whatever food groups they want.
The concept is of course a little silly, fighting for a man's right to eat salad without shame. But the script is funny enough, and those slow-motion takes of men throwing plates filled with meat on the ground are pretty fire.
Outside of the 60-second "We the Salad Men" anthem, Dixie has also released a Facebook carousel featuring different summer salad recipes for men to cook up, including a hearty seven-layer salad and a Greek pasta salad. The spot will be pushed out on Facebook, Twitter and Instagram throughout the holiday weekend.
Here's hoping that on this Fourth of July, men across the country will feel comfortable and proud when enjoying a salad in front of their other dude friends, and their dude friends will stop making fun of them for eating greens.
Campaign: We the Salad Men
Agency: Droga5 NY
Creative Chairman: David Droga
Chief Creative Officer: Ted Royer
Creative Director: Devon Hong
Creative Director: Jeff Scardino
Junior Art Director: Tommaso Fontanella
Junior Copywriter: Ted Meyer
Chief Creation Officer: SallyAnn Dale
Social Producer: Luke Bumgarner
Global Chief Strategy Officer: Jonny Bauer
Strategy Director: Elaine Purcell
Strategist: Newman Granger
Senior Communications Strategist: Delphine McKinley
Senior Data Strategist: Brad Mumbrue
Data Strategist: Remy Lupica
Executive Group Director: Brett Edgar
Account Director: Ross Gillis
Account Manager: Andrew DeMatos
Associate Account Manager: Kyra Gembka
Project Manager: Lindsay Larson
Client: Dixie/Georgia Pacific
Senior Director of Content: Shari Neumann
Senior Brand Director: Andrew Noble
Director, Brand Building Leader: Teresa Bossong
Associate Brand Manager: Nandini Subramanya
Social Media Coordinator: Brooke Lujano
Production Company: D5 Films
Director: Brian Lannin
DOP: Brian Lannin
Producer: Sara Vander Horn
Editor/Sound Mixer: Eric Harnden