Miracle Whip Creates Celebrity Benefit Song About Not Hating Miracle Whip

Lance Bass, Village People and Tiffany urge you to 'Open your mouth'

Miracle Whip is spreadable, and so is the Kraft brand's superlative, spot-on send-up of "We Are the World"-style social-benefit music videos, which is approaching 250,000 YouTube views in about two weeks. This new installment of the condiment's "Keep an open mouth" campaign, launched last year by mcgarrybowen, finds a delicious assortment of mostly-has-been C-listers (Z-list in Don Dokken's case) belting out a heartfelt anthem that begins: "In this world there's lots of turkey, but also a lot of fear. People making up their minds, before the facts are clear. And when it's time to make a sandwich, ugly judgment rears its head. If it's tangy, creamy, different, chances are it won't get spread." The inspired silliness succeeds because the performers poke fun at their public personas while, against all odds, actually sounding great together. Wynonna asserts, "Some say country is too twangy, and its lyrics aren't too smart," and the Village People lament, "Disco's good for dancing, but not considered art." Lance Bass tears up, and Tiffany tears it up on vocals—her pipes almost steal the show, though Susan Boyle shines on the infectious "Open your mind, open your mouth" refrain. The spot's respectful of their faded celebrity, and everyone's in on the joke, so we're laughing with them instead of at them. As for past Miracle Whip booster Lady Gaga, she's still too big a star for such shenanigans—but given fame's fleeting nature, I'm sure her turn will come.

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@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.