Steak with all the sizzle | Adweek Steak with all the sizzle | Adweek
Advertisement

Steak with all the sizzle

Advertisement

The Memorial Day weekend marks the unofficial start of summer, which means one thing: The grilling season is upon us.
With that in mind, The Sawtooth Group, Woodbridge, N.J., broke a 30-second spot this month for McCormick Grill Mates seasonings and marinades that explores the relationship between a griller and his guests.
Although the backyard guests effusively praise the cook's handiwork, he still isn't sure if they mean it or are just being polite. So the griller asks, "What do you think of the steaks?"
One man is particularly moved. He walks over to the griller and kisses him on the mouth.
"We pushed this as far as we could without getting in trouble," said creative director Kristi Bridges.
If any controversy was generated, it was on the set during the shoot.
The two male actors were "a little freaked out [about the kiss]," explained Bridges. "They both called their agents and said they didn't think they could go through with it."
But they did--and the toothsome commercial was born. Now, who wants some pork chops?
--Mark Lan