This year, Heinz made the most out of the Super Bowl’s multi-million-dollar air time by showing four commercials for the price of one.
The 30-second ad from Wieden & Kennedy New York consists of four vignettes all running simultaneously. One features a red-wigged clown sitting in a diner booth; another shows a trio straight out of a “Star Trek” spoof along with a giant dog; a third takes place in a dining room that seems to be pulled from Clue; and a fourth appears to be set on another planet, with a sign featuring the number 57 turned upside down. The common denominator in each scene is a bottle of Heinz ketchup.
The third-quarter “Find the Goodness” spot is Heinz’s first Super Bowl appearance since 2016, and its first major piece of advertising from W&K.
Previously, the Kraft Heinz-owned brand said the commercial would feature a new condiment, a blend of honey and sriracha called Heinz HoneyRacha, though that plan was later scrapped in favor of the four-plot final cut.
AGENCY: Wieden & Kennedy New York
QUARTER AIRED: Q3
SUPER BOWL: LIV