CreativityKingsford Doesn’t Think Much of You High-Tech Grillers and Your SelfiesCharcoal brand says to #GetOffYourGasBy David Kiefaber|May 21, 2014 ShareBy David Kiefaber|May 21, 2014 Share 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? CREDITS 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 Adweek Adweek