Sinewy meat cliffs falling into rivers of bubblin’ fat, vegee detritous and mysterious glumps of thickener. We love beef as much as the next carnivore, but these ads of meat as land mass for the Cattlemen’s Beef and Board and National Cattlemen’s Beef Association do not exactly ignite our meat lust. A commendable concept, especially if the creatives were told to execute against ‘the land of lean meat’ idea. But meat is not an easy food to photograph. And posing as huge tracts of land, it definitely doesn’t get the ol’ salivary glands dripping. Our guess is this campaign does not have (four) legs.
That being said, we think the execution below is a little less unappetizing. Plus, it looks like a place we hiked recently above Big Sur.
That’s our take. What’s yours?
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