DDB California, Kingsford Want You to ‘Get Off Your Gas’

By Erik Oster 

With barbecue season right around the corner, DDB California has a new campaign for Kingsford Charcoal, complete with the new tagline, “Get Off Your Gas.”

In the 30-second broadcast spot, “The Social Grill,” DDB California pokes fun at the cultural obsession with social media. As attendees of a fun-looking  backyard barbecue look on, a man’s next door neighbor uses his “Social Grill,” a gas grill with social media capabilities. The man, grilling alone, takes a selfie and uses the grill’s speech activation and other goofy features, while the barbecue attendees simply relax and grill up some tasty grub. In addition to the TV spot, the campaign also features online videos and digital skins on About.com as well as Kingsford-owned social channels. Stick around for credits after the jump.



Group Creative Director: Jim Bosiljevac

Art Director: Tim Stier

Copywriter: Todd Taber

Producer: Bryan Holt

Director: Rick LeMoine

Prod. Comp: Moxie Pictures

Editor: Chan Hacher

Music: Stock Music, N/A