You Can’t Say ‘Porn’ in a Super Bowl Ad, So Devour Released an Uncensored Version of Its Spot

Kraft-Heinz's frozen brand also created a food porn hotline

Devour's Super Bowl spot follows a couple dealing with a food porn addiction.
Devour

Devour, Kraft-Heinz’s frozen food brand, created two versions of its Super Bowl ad—an uncensored 60-second version it unveiled this morning and a 30-second censored version that will air during the third quarter of the Big Game. The reason? You can’t say the word “porn” in a Super Bowl ad.

The ad from David in Miami follows a couple dealing with food porn addiction and the strain it puts on their relationship.

“Some may say our new commercial is too hot for TV,” said Katy Marshall, marketing and sales lead for Springboard brands at Kraft Heinz, in a statement. “We’ll let the audience decide.”

The 3-year-old brand points to #foodporn tags on Instagram in its release, noting that its offerings make sense for those obsessed with “the movement of sharing melty cheese pulls, elaborate table spreads and overflowing bowls of pasta has reached a new height on social media.”

As part of the campaign, for which VaynerMedia is running social and digital activations, Devour created a food porn hotline: 1-83-FOODPORN. The hotline, which will be live until the Feb. 3 game, will feature “seductive descriptions of mouthwatering frozen meals,” according to a statement.

Devour is also partnering with Barstool Sports for the campaign, creating the Devour RV, which it described as “a man cave on wheels” and will feature Barstool personalities on the road to Atlanta. As part of the partnership, Devour will sponsor content from Barstool, including social posts and podcasts, with Barstool’s Big Cat, PFT Commenter, Rone and Kate.

The brand is also running a sweepstakes, offering 15 people a chance to win a year of Devour meals. A grand prize winner will also get the “ultimate man cave,” according to Devour.

For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl LIII Ad Tracker. And join us on the evening of Feb. 3 for the best in-game coverage of the Super Bowl commercials anywhere.

Recommended videos