It is really happening! Heinz made its Don Draper move and brings out the old campaign to our lives.
Fictional ads becoming real is “really” a very good idea to get good credits, and Heinz pioneers by partnering with David agency. Followers of the legendary TV show, Mad Men will remember in the 6th season, there was an episode where Don Draper -Jon Hamm- gave Heinz a little pitch.
The presentation Sterling Cooper Draper Pryce made was, let’s say a bit of “fiasco” because fictional clients didn’t like the ketchup-less visuals.
In the series, we see 3 pictures of a burger, fries and a shot of steak presented by Don and Stan. When Don and Stan flip cellophane sheets over the pictures, the slogan appears: “Pass the HEINZ”.
Let’s remember the scene here:
The real-life versions of the ads are nearly the copies of the ones made by Mr. Draper. The only change is, “Pass the Heinz.” tagline is written in a slightly different font compared to its original one.
Anselmo Ramos, Chief Creative Officer and Founder of David, joked and said,
We were having a couple of old-fashioned cocktails with Don Draper and he just gave us the files.
Miami-based creative agency is taking only some of the credit for their recent campaign. So, the campaign will appear in three New York billboards and ads in two print publications and will also play on social media. Meanwhile, this year will be the 10th anniversary of the premiere of Mad Men, therefore it is a very good remembrance of the show.
Nicole Kulwicki, Head of the Heinz brand told AdFreak,
Even though Don Draper created the ‘Pass the Heinz’ campaign almost 50 years ago, the communications still really work in today’s world. Mr. Draper really understood the one thing every Heinz fan knows, which is to never settle for the foods you love without the great taste of Heinz.
What we loved about the campaign is that it doesn’t require paragraphs of copy to explain it. It features mouthwatering food images, and all that’s missing is the Heinz.
We can truly say that the advertising business is a Mad Men’s world, and we should see much more of the timeless ideas in today’s works.
…and of course the campaign is bringing Heinz into a very cool position for using this.