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A.1. 'Consciously Uncouples' from Steak in New Ad

The Sauce Decides Its Time for Some New Partners in New Spot out of CP+B

Editor's Pick

Friending on Facebook becomes the clever device that illustrates how A.1. is trying to break away from its close bond with steak, in this hilarious new ad created out of CP&B L.A. The film seems to take cues from other spots and films whose stories are set within the confines of social media screens--such as Google's various love stories and more recent Spotify commercials. But A.1. brings a delightful twist to the form by doing it from food's point of view.

Here, we see a personified A.1. reviewing its Facebook profile. It's "In a Relationship" withsteak, and continues to profess its love through various posts, until it decides to entertain the notion of friendships with other foods -- like Pork, Lobster, Shrimp and even Potatoes.

Ultimately, the sauce's "dalliances" lead to a full-blown makeover, reflected in A.1.'s new label -- it formerly said "Steak Sauce" but now boasts "Original Sauce." Surprisingly it's not difficult to shed a tear watching A.1. and its straying ways--and then its ultimate decision about what to do about its former significant other. But perhaps that's just the sappy background music.

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About

Credits
Date
May 14, 2014
Client:
A.1. Sauce
VP/Executive Creative Director:
Jason Gaboriau
VP/Creative Director:
Robin Fitzgerald
Associate Creative Director:
Mike Kohlbecker
Associate Creative Director:
Dafna Garber
Senior Art Director:
Mary Dauterman
Senior Copywriter:
Chelsea O'Brien
Photographer:
Mike Kohlbecker
Photographer:
Mary Dauterman
Food Stylist:
Debi Halpert Storosh
VP/Director,Video Production:
Kate Hildebrandt
Senior Integrated Producer:
Katie Porter
Post Production:
Plus Productions
Editorial:
Plus Productions
Editor:
Adam Nix
Post Producer:
Lennon Barnica
Music Company:
Plus Productions
Composer:
Eddie Alonso
Content Supervisor:
Spencer Holmes
Content Manager:
Eric Alexander
Content Manager:
Robert Bevilacqua
Business Affairs:
Lydia Tirpak
Cognitive Anthropologist:
Allie Cole
Category
Industry
Genre
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