'Men will be men' with a wonderful twist!
For the Swiss retailer Migros, agency Thjnk Zürich takes a refreshingly unconventional approach to showcasing fresh produce.
The most predictable route would have been to feature two mothers competing to pack the most imaginative, healthy lunchbox for their kids. But that trope is tired, and wouldn't have made a dent at all. In fact, if it were two mothers, the narrative would probably lean into them exchanging recipes and happily shopping at Migros together.
Instead, by putting two dads in the arena, the ad unlocks a hilarious, hyper-competitive dynamic. What starts as a simple lunchbox comparison quickly spirals into an absurd arms race of food art with cucumber crocodiles and carrot race cars to an all-out gourmet standoff at a neighborhood barbecue.
It’s the petty, silent game of oneupmanship between the dads that makes the ad memorable, all while seamlessly driving home the brand's message: they have the widest range of fresh produce to fuel any culinary ambition.
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