Is it any wonder this goofy grill master is cooking for one?
In a new commercial for Kingsford Charcoal, a tech-obsessed guy who probably bought his “X4 Platinum” outdoor barbecue on Skymall can light the fire via app and take selfies while he’s making that single-serving kabob.
But he’s on the outside looking in to the real party.
[seealso slug="so-your-ad-went-viral-big-deal"]
That’s next door, where his much cooler neighbors are kicking it old school with Kingsford. They don’t need “the world’s most social grill” to have a good time or a tasty meal, or so the ad from DDB California says.
Coming just ahead of Memorial Day weekend and the official launch of the summer cookout season, the broadcast commercial tells consumers to, “Get off your gas,” and fire up the black briquettes instead. That slogan’s not as cheeky as, say, Kmart’s now famous “Ship your pants” and not as clever as Kmart's "Big gas savings," but it gets the point across that you don’t need voice activation to cook a burger.