The homage to a memorable sequence from Oscar-winning film American Beauty is the brand's way of encouraging Australians to "get lost in their bacon moment…whatever that moment may freakishly be”, according to Steve Back, Ogilvy Australia’s chief creative officer.
“People who love bacon will get this ad—hopefully they’ll try and recreate the scene at home, sending sales through the roof," he added, with tongue presumably in cheek.
The brand's brief was to reinforce brand awareness and drive sales. The spot, produced by Curious, is meant to stimulate desire around breakfast and communicate that ‘whatever you’re making, make it Primo’.
The campaign includes 15- and 30-second version that will run on free-to-air stations and online starting today, with OOH, digital and in-store activity to follow.
Chief Creative Officer: Steve Back
Creative Group Head: Shaun Branagan
Senior Art Director: Wellison D'Assuncao
Senior Copywriter: Scott Mortimer
General Manager: Nathan Quailey
Senior Account Director: Isabel Cox
Account Manager: Gemma Troup
Senior Planner: Ryan O’Connell
Channel Planning: Clare Robinson
Agency TV Producer: Gabe Hammond
Director; Ash Bolland, Curious
Producer; Tara Riddell
DOP; Lachlan Milne
Editor (The Editors); Bernard Garry
Post house; ALT.vfx
Media at Neo: Lauren Etcell, Tricia Tan, Joylene Mak
Ogilvy Action: Marcus Millgate, Kate Warren-Smith, Sandy Field
Primo Smallgoods: Rob Lederer, Ian Hancock, Mirabel Rosar, Amy Pareezer