Slow Radio

Radio - Series

2022

Rethink, Toronto/Montreal/Vancouver
t: 416-583-2178
w: rethinkideas.com

Ad Agency: Rethink Client: Kraft Heinz Canada, Nina Patel, Daniel Gotlib, Chanel Simpson, Carlos Vidanes Chief Creative Officer: Aaron Starkman Executive Creative Director: Mike Dubrick Chief Strategy Officer: Sean McDonald Art Director: Maxime Sauté Writer: Xavier Blais, Allan Topol Strategist: Julian Morgan Broadcast Producer: Shelby Spigelman, Narissa Ward Production House: Vapor Music Voice Director: Ted Rosnick Engineer: Ethan Myers Group Account Director: Karlee Bedford Account Director: Kai De Bruyn Kops Account Manager: Emily Anzarouth Media Agency: Carat

Most ads try to cram as much information as possible into their 15 to 60 seconds slots. But Heinz Ketchup is famously slow. Problem is, how do you communicate that deliciously slow product quality when you can’t show the product? Rather than disregard our greatest brand attribute, we embraced “slow” as a way to differentiate ourselves from the competition.In what may be the slowest read audio spot ever, a man takes his sweet time to read a short 13-word sentence. In the end, he reveals that only one brand could possibly be this slow - Heinz Ketchup.