Creative Advertising

Postmates Taps Too Hot to Handle Star to Hype a Cheat Meal Disguised as Salad and Superfood

Forget those resolutions, says a campaign that latches onto a judgment-free trend in 2023 marketing

In the left image, Harry Jowsey holds up a pizza box labeled Salad. In the right image, Jowsey lounges shirtless in bed with the pizza. — Postmates isn’t alone in taking a more empathetic approach.Postmates

By T.L. Stanley

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Reality show heartthrob Harry Jowsey, an alum of the Netflix hit Too Hot to Handle, stares into the camera and bats his bedroom eyes. He knows you’ve been on your best behavior—it’s resolution season, after all—but he has other ideas.

“We’re halfway through January and, babe, it’s time to be naughty,” says the buff and shirtless Aussie, labeled a “temptation expert” in the 60-second spot in which he’s seen working out (naturally) and stepping out (on his green juice).

Jowsey, with 10 million social followers and a budding entrepreneurial career, is hawking a Postmates “cheat meal” that’s a diet-busting combination of carbs, dairy and sugar.

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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