Droga5 has created some new work for Kraft’s Athenos brand of Greek-ish hummus and yogurt. Featuring a stereotypical Greek grandmother – or Yiayia (ya-ya), as our flaming cheese-loving brethren call her – these spots are sure to pique the ire of the easily piqued among us. In fact, as AdFreak notes, The Greek Institute is already in a huff about the campaign. Frankly, I’d think the folks at TGI would be too busy cutting up their homeland’s MasterCard’s to notice, but whatever.
Personally, I dig the spots. I mean, if you’re going to advertise hummus and yogurt you’ve got to do something to standout. And these spots do many things every well: they tweak the announcer-speaks-to-consumers shtick, they give Yiayia wonderfully tart opinions (she tells a cohabitating couple that they’re going to hell), and they don’t try to redeem Yiayia from her crotchety ways in the stingers. Frankly, in lesser hands these spots would’ve been a milquetoast disaster mashup of hipster irony and Snuggle Bear cuddliness. So kudos to you, Droga5. As if you care what I have to say.
Now if you’ll excuse me, I have to change out of my gigolowear.
Later,
Fox
The Bitter Sting of Chickpeas
