Devour, the three-year-old frozen comfort food brand from Kraft Heinz, is causing a rift in the relationship of a young couple in this cheeky new Super Bowl ad.
Kraft released an overtly smutty 60-second “uncensored” version of the ad last week, which begins with a woman telling the camera, “My husband is addicted to frozen food porn — he watches it at least two to three times a day, maybe four.” The ad then shows the woman finding evidence of his frozen food porn addiction, and trying to “spice things up” at home to break him of his obsession, to no avail. In addition to watching videos and looking at magazines, his frozen food porn binge involves heating and eating meals from Devour on the regular. “This addiction can happen anyone — it’s hard to resist,” she says at the end of the commercial.
Earlier this week, Kraft Heinz also released the censored-for-TV version of the ad, which will run during the big game this afternoon. It follows the exact same theme as the smutty 60-second spot, but omits the word “porn.” Taking the food/sex theme just a bit too far, the company also advertised Devour with a series of banner ads on PornHub last Monday. “This one-day activation is part of a humorous juxtaposition to highlight the concept of food porn that began with the release of the uncensored 60-second Big Game ad,” the Devour team said in a statement.
The uncut commercial is, frankly, cringe-inducing, but it might prove to be an effective stunt for Kraft Heinz since it will surely make viewers remember the name of a relatively new and heretofore under-publicized brand. Watch the 30-second Super Bowl commercial above, and check out the racy, totally NSFW 60-second version below.
• Kraft Heinz’s Devour Advertises on Pornhub as Part of Super Bowl Campaign [WSJ]
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