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AdFreak

March 2, 2021

By David Griner

Why Does This Gloriously Weird Ad Want You to Eat Nothing But Cauliflower Hash Browns?

If you're old enough to remember "Head On: Apply directly to the forehead," then you know the power of repetition in advertising.

That said, it's usually pretty obnoxious. Just ask anyone suffering through a radio ad that lists the call to action no less than five times in a row.

But today we were treated to an ad that lists its product no less than 18 times—and yet also manages not to show the product until nearly a minute into the spot.

That's a pretty brazen combo of repetition and obliqueness, but it definitely works in this ad for Strong Roots, a plant-based food brand that's clearly quite proud of its cauliflower hash browns.

You'll definitely want to check out the ad, created by DCX Growth Accelerator, one of the most interesting agencies of recent years. (You may remember them for their iconic Palessi stunt for Payless or last year's #BoxedOut campaign against Amazon and in support of independent book stores.

Sure, lots of brands have satirized pharma ads and fad diets, but this one really nails the humor of parody while still creating something entirely new.

Something that feels more than a bit like an ad for a cult. A cult dedicated to cauliflower hash browns.

Cauliflower hash browns.

Cauliflower. Hash browns.

Become one with the cauliflower hash browns.

What do you think of the spot? Let me know at the cauliflower below or at @Griner on hash browns.

David Griner
Cauliflower Hash Brown Editor, Adweek
David.Griner@Adweek.com

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