To Promote a Microwavable Burger, These Advertisements Have fun Issues That Are ‘Higher Than Anticipated’


The thought of putting a hamburger in the microwave is pretty unsettling to most Americans, and according to the UK advertisements we’ve seen for the UK brand Rustlers in recent years, the idea also takes some persuasion across the pond.

In Droga5 London’s latest work for Rustlers, we see a series of scenarios that seem to be going into a bad place, only to suddenly take a turn for the better. “Isn’t it great when things go better than expected?” asks every ad and ends with the tagline “Rustlers: Better Than You Think.”

While this type of copy conveys an admittedly low bar, the spots certainly do the concept justice.

In the first ad, we see Little Red Riding Hood discover that her grandmother has been replaced by a wolf. Fortunately, the story ends fatally for neither of them this time:

In my personal favorite iteration, a school fight (with the kind of aging actors you’d expect to see in films about things like this) escalates into a dance fight between two intimidating squads.

The ads help establish a rebranding launched earlier this year that includes new packaging and new marketing strategies.

“We worked very closely with our partners, Droga5 London, to redefine the purpose, tone and positioning of the Rustlers brand,” said Elaine Rothballer, the brand’s marketing controller. “This has led to the development of a new campaign that brings this work to life using the powerful and true realization that Rustler’s burgers are really better than you think.”

Droga5 London has been doing strangely fascinating work for Rustlers for years. In 2016, the agency revealed a man who had suffered in the UK for eight decades. A microwaveable burger was one of the few easy joys waiting for him late in life.

More ambitiously (or some might say indulgently) Droga5 London 2019 also created a full-length art film about the history of the role of the hamburger and the rustler in this dramatic series of events.

“With the ‘Better Than You Think’ platform, Rustler are tackling their perception problems directly and once again proving themselves to be a fearless brand,” said David Kolbusz, Chief Creative Officer of Droga5 London. “We hope that consumers will appreciate the honesty and give their range the chance it deserves.”

The agency also notes that the seemingly endless morass of suffering we are calling 2020 is the ideal time to celebrate that things are getting better than we expected.

“In a year where pretty much everything has gone worse than expected, it’s important that we celebrate what is actually better,” said Ed Redgrave, Creative Director of Droga5 London. “As with the Rustlers discovery, burgers are made from 100% British and Irish beef. This is really the best scenario for a microwave burger – and the year 2020. “


Agency: Droga5 London
Chief Creative Officer: David Kolbusz
Creative Directors: Ed Redgrave & Dave Wigglesworth
Ed Redgrave & Dave Wigglesworth
Philippa Baines & Melina Filippidou
Ash Hamilton and Sara Sutherland
Main designer: Stephanie McArdle
Designer: Julia Kuisma
Movement Designer: John Beechey
Studio director: Tim Larke
Group Account Director: Jonny Tennant-Price
Account Director: Georgie Bowie
Strategist: Guy Reason
Producer: Peter Montgomery

Production company: Biscuit Filmworks UK
Directed by Jeff Low
Md / ​​Exec Producer: Rupert Reynolds-Maclean
Producer: Jeff McDougall
Cinematographer: Igor Jadue Lillo
Production Designer: Caitlin Byrnes
Hair & Make-up: Andrea Blunt
Costume designer: Alecia Ebbels
Processing company (offline): work item
Editor: Saam Hodivala
Edit Producer: Ben Tomlin
Post production: the mill
2D lead: Dan Adams
Colorist: Alex Gregory
Post producer: Nicola Simmons
Sound House: string and cans
Sound design: Adam Smyth
Sound producer: Charlie Howard
Music composition: Dance Fight – Jeff Low / Rotkäppchen – Audio Network

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