Knorr's Salty the salt shaker is the Charlie Brown of advertising mascots: a pale, bald, lovable misfit who just can't win for losing. Salty returns in a pair of spots from DDB Toronto directed by David Hicks of Sons and Daughters, who plays the guy giving Salty a few bad turns in the diner ad. The little guy also tries computer dating, with predictable results. The clips are engagingly filmed, and the humor is so understated and endearing, it's impossible not to take Salty's side. That might not be the best brand strategy, considering that Salty is technically the enemy, as the ads tout Sidekicks low-sodium meals. Maybe Salty should visit the Republic of Bacon in his quest for happiness. He'd be one of the healthier dietary choices over there.
—Posted by David Gianatasio