Revere Targets Millennials With a Steamy, Other-Worldly Take on Making Dinner

Cooking has never been so dramatic as it is in this quirky digital spot for Revere Cookware. In the 60-second video, which will also run in a 30-second version, a young couple takes dinner to new heights with leg-splits, knife chops and lots of steamy glances. There are also some supernatural, superhero-like moves: a man flips over bacon, just by staring at it, while his better half blasts onions into smithereens with the point of her finger. Created out of Joan Creative and directed by Mike Warzin via Arts & Sciences, the digital campaign is called "Cook Like a Legend," and is meant to rejuvenate the World Kitchen-owned Revere brand with shoppers, younger millennials in particular.

While reports show that the demographic is cooking as much or more than previous generations--evidenced by the rise of meal kit companies like Blue Apron--brands like Revere have fallen out of fashion. New direct-to-consumer startup companies like Misen, which makes knives, and Made In, which makes cookware, are going after younger cooking consumers, in the vein of Warby Parker and Bonobos.

Last month, Rosemont, Illinois-based Revere debuted two new lines, the Revere Copper Confidence Core Stainless Steel Cookware and Revere Clean Pan Hard Anodized Alumininum Non-Stick Cookware. The company recently began selling at Kohl's.