‘Eat Like You Give a F*ck,’ Says This Hilariously Profane Ad for a Cookbook

The Thug Kitchen to the rescue

Headshot of Alfred Maskeroni

It's hard to eat healthy. If you're the type of person who's looking for inspiration to start putting better things in your mouth, you're not alone. Sometimes we just need a little nudge in the right direction. 

The Thug Kitchen Cookbook might just be that shining beacon of motivation to get you going in your quest for wholesome living. According to this amusing ad for it, it's "full of delicious, plant-based recipes" designed to set you right. 

The fine print says the food was tested by experts: "The effectiveness of the Thug Kitchen Cookbook was tested rigorously by us and our friends. It was scientific as hell. We made graphs, charts, diagrams and all kinds of shit. We even bought lab coats to make it feel more legit. Product results were consistently tasty and in rare cases, leftovers were produced."

The book will be published by Rodale later this month. But if you want a taste of what's to come, there's a website (heads up, it's laden with profanity, but hysterical) and an Instagram feed.

Check out the spot below, but fair warning: The language is extremely NSFW, so put your headphones on now!

Via Ads of the World.


Production Company: Process

Director: Daniel Schechter

Director of Photography: Chris Hamilton

Executive Producer: Tim Perell

Producers: John Lang, Greg Gilreath, Adam Hendricks

Editing Company: Whitehouse Post

Editor: Sam Puglise-Kipley

Assistant Editor: James Donahue

Executive Producer: Lauren Hertzberg

Senior Producer: Melanie Klein

Sound Design: Dig It Audio

Supervising Sound Editor: Tom Efinger

Music: Sam Retzer

Color: Color Collective

Colorist: Jeff Altman

Executive Producer: Claudia Guevara

@maskeroni alfred.maskeroni@adweek.com Alfred Maskeroni is director of video for Adweek.