Summertime is nearly upon us and with that comes a familiar Catch-22: do you grill that perfect barbecue to perfection and take your eyes away off your soccer team's match, or do you watch and risk burning your ribs into black, chalky lumps?
"Grill in Picture," an out-there invention from DirecTV and Ogilvy Argentina, eliminates that dilemma and allows you to make the best of both situations. The set-up involves a camera that attaches to your grill and then broadcasts the cooking meats directly onto your TV screen. So while you're watching Messi make a goal, you can also make sure your hotdogs aren't turning into charcoal.
The agency has promoted the idea with this funny, melodramatic video that plays up the internal conflict Argentines feel when faced with the grilling vs. game-watching decision, and the campaign invites them to win the device by sharing their own "traumas" with the hashtag #ParriInPicture.
According to Creative Director Maximiliano Maddalena, the "Grill in Picture" is the real deal. Originally the agency created one device, but the response to the video in South America has been so great it is in the midst of producing 15 more.