Brand MarketingAd of the Day: Oscar MayerA man travels across the country, paying for everything in baconBy Gabriel Beltrone|September 11, 2012ShareBy Gabriel Beltrone|September 11, 2012Share In certain circles of ultra-hip foodies and culinary reactionaries, the bacon craze of the aughts has come and gone. But some interested parties—those who sell bacon, everyone who loves bacon—aren't ready to declare America's favorite pork meat passé. In fact, Oscar Mayer wants to elevate bacon to a new echelon: It's not just a breakfast cut; it's currency. The brand's new "Bacon Barter" campaign, spearheaded by digital agency 360i, is sending a traveler on a cross-country road trip sans cash—providing him instead with a tractor-trailer full of bacon, which he will trade for necessities along the way. The teaser promo below, a polished play on infomercial style, includes such illustrative gems as a beaming woman clutching a pitcher emptied of lemonade and filled with bacon. The campaign smartly integrates with social media, which the brand will use to source goods for its well-cast adventurer, comedian Josh Sankey. Sankey began his expedition on Sunday in New York by bartering his way into a Jets game. He will use his 3,000 pounds of bacon to barter for everything, including food, gas and lodging. He'll hit 12 cities in all. His trip will wrap up Sept. 23 in Los Angeles. Overall, it's just a really clever, upbeat and simple idea that rewards consumers with amusement—and bacon—without getting in its own way. Because, coronary-inducing properties aside, bacon is delicious. It's addictive. It might even have better prospects than the greenback. Forget gold, Ron Paul. Peddle the bacon standard. CREDITS Client: Oscar Mayer Agency: 360i, New York Chief Creative Officer: Adam Kerj Associate Creative Director: Aaron Mosher, David Yankelewitz Executive Producer: Marc Calamia Talent: Joshua Sankey Senior Producer: Fred Kluth Production Coordinator, Tour Manager: Alanda Fellows Senior Art Director: Megan Schulist Senior Copywriter: David Bourla Digital Strategist: Amie Dowker Senior Strategist: Keane Angle Associate Social Marketing Strategist: Rebecca Carlson Community Manager: Brenda Zarate Community Supervisor: Chloe Mathieu-Phillips Technical Director: Robert Durbin Vice President, Influencer Marketing: Rebecca McCuiston Senior Social Publicist: Margot Inzetta Associate Social Publicist: Justin Schwartz Production Partner: NBTV Studios Senior Account Manager: Stephanie Dolan Account Director: Laura Honeycutt Executive Producers: Nick Buzzell, Brant Kantor Story Producer: Eric Liebman Director of Photography: Jonathan Schell Adweek Adweek