A1 is one of the most famous brands in America. So famous, in fact, that there’s a bottle of A1 in almost every fridge. However, it’s usually in the back where it gets forgotten about for years. To get the sauce pouring again, we developed a new strategy promoting usage on foods other than steak. Our campaign defended the unusual choice against any initial judgments people may have. Because judging someone based on their condiment choice is called prejudice it’s not cool.
Director: Hank Perlman