It's been monogamous for decades. But now, A.1. Sauce wants to get around with all kinds of foods. And that means toying with the tender emotions of steak, its first love.
The condiment brand is officially dropping the word "Steak" from its label after 50 years, and has created this chuckle-worthy video recapping the story of their relationship, as told through Facebook personas for each.
The two-minute spot, from Crispin Porter + Bogusky's Los Angeles office, perfectly captures the sort of bad soap opera plot line to which social media can reduce everyone's life—from the honeymoon phase through that dreaded moment where A.1 tells Steak they need to talk, and on to the part where Steak pretends to be supportive of A.1.'s decision to publicly snub it in favor of, you know, pretty much the whole menu.
"Change looks good on you!" says Steak, with the sort of exclamation point perfectly placed to cast doubt on the sincerity of the statement preceding it.
In addition to the online clip, A.1. will start running its first TV ads in five years beginning on Monday. Even the umbrella tagline for the campaign goes out of its way to be suggestive: "For almost everything. Almost."
Because obviously you don't want to put it on your dessert.
Client: A.1. Sauce
Agency: Crispin Porter + Bogusky, Los Angeles