From horse meat burgers to killer soft drinks, all recent food-related PR seem to have been seriously disturbing. So it’s a welcome break to recognize, by way of this new video, that at least Miracle Whip has a sense of humor.
The video plays off of the “We Are World” song first recorded by USA for Africa in 1985 and then revived in 2010 to support relief efforts in Haiti. Miracle Whip seized the opportunity to make fun of itself with a song that the public recognizes as both sincere and somewhat removed from reality (the most pampered people in the world singing for the most unfortunate). And that’s a good thing. Here’s why:
1. The brand is named Miracle Whip; that’s hilarious. It is exceedingly difficult to build a serious campaign around a name like that.
2. The public is only willing to extend its gracious heart so far. We draw the line somewhere far in front of salad dressing.
3. The public needs a laugh. War, recession and a general sense of dread permeated the public years ago and that feeling has yet to recede. Any brand that makes us laugh gets a PR gold star.
4. This is clever. When humor fails, it fails in a large way. This video works, which means the people at Miracle Whip are not tone deaf to how we think, feel and laugh.
5. It’s nice to have Lance Bass, The Village People, Wynonna Judd, Susan Boyle and Tiffany back in our lives. If they can find jobs after such a long hiatus, then so can our loved ones.
Nice work, Miracle Whip.
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