Goya positions itself as the brand for real-life chefs making real mistakes in its latest commercial, which will appeal to anyone who loves food but doesn't cook like a pro.
To an operatic backing track, the ad, by Dallas-based U.S. Hispanic agency Dieste, touches on some funny real-life observations about the humble triumphs of amateur cooks.
Clever copy coupled with scenes from real-world cooking drive the ad's point home to comic effect. While the voiceover highlights "practitioners of the accidentally Cajun," the spot shows a scene of a knife scraping over burnt toast. It announces "pioneers of the six-second rule" as we see a woman picking up broccoli dropped onto the floor.
All throughout, the food looks quite tasty.
The spot follows the comic tradition of other campaigns celebrating the everyman hero, such as Budweiser's "Real Men of Genius."
Omnicom-owned Dieste handles both the U.S. Hispanic and general market business for Goya, the biggest marketer of Latin foods in the U.S.; "Real-Life Chefs" is for the general market.
Rather than focusing on specific products or ingredients, Goya is tapping into a generic foodie theme with this ad -- much as brands like Lurpak have done in the U.K.