Kingsford Doesn’t Think Much of You High-Tech Grillers and Your Selfies

Charcoal brand says to #GetOffYourGas

Kingsford Charcoal cooks up some strawmen in this ad from DDB California mocking the high-tech features of today's newest gas grills, which it dismisses as the playthings of lonely cyberchefs. 

"The Social Grill" centers on the X4 Platinum, a fictional example of voice-activated, selfie-taking, photo-sharing patio gear. As the grill owner fumbles with the machine, his neighbor's guests look on judgmentally, despite the fact that lighting a grill with a smartphone app would actually be pretty cool.   

Making fun of neighbors who put too much stock in costly gadgets is a trusty old saw in the advertising world, but surely there's something Kingsford could have done to make its "heroes" a bit more likable? Maybe at least offer the guy a beer and a burger?

Who's being antisocial now?


Client: Kingsford Charcoal

Agency: DDB California

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 David Kiefaber is a frequent contributor to Adweek's creativity blog, AdFreak.