AdFreak HoneyBaked Ham Made Its First TV Ad in a Decade, and It Was Worth the Wait Witness the horrors of the KellyBaked hamBy Gabriel Beltrone|December 12, 2017 Share By Gabriel Beltrone|December 12, 2017 Share You can try to make your own ham this Christmas, says a new ad. But you might end up needing a chainsaw to cut it.Instead, try a ham—pre-glazed and ready-to-serve—from The HoneyBaked Ham Company, argues the ad, from BBDO Atlanta.In the spot, a thirtysomething everywoman protagonist, Kelly, grapples with trying to glaze and bake a ham herself. Her pooch doesn’t help (or does, depending on your perspective). But suffice it to say, things don’t go very well. The “KellyBaked” ham, as the voiceover calls her disastrous recipe, is a starkly poor alternative to the marketer’s own HoneyBaked Ham. This is the company’s first TV advertising in 10 years, and its first ever from BBDO, its new lead creative agency. The irony is that glazing and baking a ham is pretty far from the hardest feat of cooking imaginable. But to HoneyBaked’s credit, its wares are an ode to laziness, ready to eat out of the refrigerator (or warmed by the slice, if you prefer). BBDO’s approach is amusing enough, with the sort of comedic pacing and dichotomy that might evoke DirecTV’s classic cable-vs.-satellite ads. Mostly, it deserves credit for its branding blitz. The ad crams in the phrase “HoneyBaked Ham” a solid eight times, ensuring that nobody could possibly forget the name even if they wanted to—and that accomplished even without the idea feeling burnt to a crisp.CREDITS Agency: BBDO Atlanta Client: The Honey Baked Ham Company Title: “KellyBaked”Chief Creative Officer, Worldwide: David Lubars Chief Creative Officer, Atlanta: Robin Fitzgerald Creative Director Danny Corrales Creative Director: Patrick Lindsay Senior Copywriter: Emily Miller Head of Production and Innovation: Marc Calamia Senior Producer: Renee Williams RoyalChief Strategy Officer: Tricia RussoSenior Account Director: Tami Oliva Account Director: Kelly Willard Production: Bob Industries Director: Harry Cocciolo Executive Producer/Managing Partner: TK Knowles Executive Producer/Managing Partner: John O’Grady Producer: Phillip SheridanProduction: Canteen Director: Pablo Munoz Executive Producer: Elyse SaraEdit: Hero Post Executive Producer: Molly Baroco Producer: Katie Janse Editor: Jeff Jay Finishing: Andrew Pope Adweek Adweek