We open with two veteran tailgaters watching a rookie grill up Johnsonville brats. The rookie is searching frantically in his truck while in the foreground we see brats on the grill. The two onlookers get increasingly nervous as the brats flame up. Until the rookie saves the day (and the brats) by flipping them with a pair of channel lock pliers. Jim Belushi (VO) reminds tailgaters to come prepared, or at least prepared to improvise.
Philosophie
The basic idea is to center small stories around the grill and feature the rituals and techniques that surround a true brat fry. We want consumers to know that there are certain things such as boiling it in beer and onions first or not poking a brat that really bring out Johnsonvilles full flavor. Weve captured real moments (that our own consumers told us about) in order help consumers achieve the ultimate grilling experience in their own backyard. We enlisted Chicago native and noted regular guy Jim Belushi to be our voiceover to avoid any corporate feel.
Problème
Johnsonville was seeking to provide consumers with helpful tips on how to grill Johnsonville Brats and insights on the brat grilling culture. How a person grills a Johnsonville brat is important in order to bring out that full, juicy flavor. Were just helping them achieve that.