Friday, August 10

Ragu - A Long Day of Childhood

Another brand meets the court of public opinion, via social media.  This time it's Ragu, although it's not the brand's first time in the hot seat.  Last year it was the hot topic of conversation when it was viewed as dissing Dad in the kitchen.  The comments were flying!

This time it's about the brand's new television campaign, depicting shall we say awkward childhood moments that are best solved by a bowl of pasta with Ragu.  Awkward moments like when your mom licks her fingers to wipe off a smudge on your face.  Awkward.  Or when you walk into your parent's room and they are having sex.  Really awkward.

Most of the chatter has been around the "ick" of associating seeing your parents having sex with eating AND the notion that the kid is a bit on the "chunky" side which many are saying is a bit insensitive.

The premise isn't bad:  "a long day of childhood calls for America's favorite pasta sauce."  It's a comfort food, no doubt ... one that I partake in quite often quite honestly.  I'm not completely sure how I feel, so take a look and tell me what you think:

"He needs Ragu, he's been through enough." Hmmmmm.

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect series
Professor, NYU


  1. The commercial is hilarious, although it still wouldn't convince me to buy Ragu.... The thought of walking in on my parents leaves me feeling nauseous :-)

  2. That's probably the opposite effect of what the brand had in mind! Jim.

  3. Pretty funny, and I'd like to give a nod to the music, which is sticking in my head enough for me to remember which pasta sauce the commercial is about. Works for me.