Tramontina

Adweek’s Top 5 Commercials of the Week

As the tulips pop and the winter garb is tucked away in the backs of closets, some of the brands that gave us our biggest ad hits of the week looked forward to the summer days ahead. Others touched on important topics in ways that surprised and inspired. And they spanned the globe, from the U.S. to the U.K. to Brazil, sometimes in the same ad.

This Barbecue Bible Can Sharpen Your Knife, Light Your Fire and Serve Your Steak

Barbecue chefs and amateur pitmasters alike know that nothing truly useful ever comes out of a cookbook. But here's one hell of an exception.  To promote the Tramontina cookware line, JWT Brazil created a few meticulously crafted copies of a book called Biblia Definitiva Do Churrasco, or The Bible of Barbecue. Each page of the book is made to be used or destroyed in the process of creating an authentic Brazilian grilling experience. One thick sheet shatters into chunks of charcoal, while another lights the fire and yet another fans the flame. Other pages work as an apron, sharpen knives, wrap meat, act as cutting boards and even serve the finished dish.  Only a few "master barbecue chefs" received the books, though the agency is creating a simplfied version to be sold in stores.