Company: Jack Links Beef Jerky
Campaign: “Messin’ With Sasquatch”
Campaign Theme in Haiku Format:
Play pranks on Bigfoot
After eating jerky snack
End up in much pain
For a certain demographic, these commercials have it all: the great outdoors, hanging with buddies, beefy snack sticks, childish pranks, Bigfoot, and slapstick violence. For the 16-year-old boy in me, the only thing these commercials are missing is girls in bikinis.
However, I’m not 16 anymore, and the more I watch these commercials, the more I question their efficiency. Let’s start with the product itself. What is Jack Links trying to say about their product? The numerous commercials in this campaign would have me believe one of two things:
1) Jack Links Beef Jerky is the perfect snack for idiots who play childish pranks on freakishly strong, giant woodland creatures
2) Jack Links Beef Jerky makes you do stupid things that end up getting you hurt.
Either way, I’m probably going to pass on the jerky.
I’ll admit the original concept is amusing, but this campaign is quickly running out of steam. I mean, when you’re out camping with your buddies, do you really pack the gag snakes in a peanut can?
Overall Grade: C