CHICAGO (April 11, 2009) — The San Jose Group (SJG) has developed a new television creative execution for cookware client Royal Prestige, titled “Parodia/Parody.” The new creative is an evolution of last year’s television spot, “Transiciones/Transitions,” which was a highly stylized, aspirational execution, featuring elegantly dressed women twirling Royal Prestige pots and pans, dancing in unison to an infectious, Latin techno pop beat. The current spot builds on the previous concept by adding a humorous twist.
“When we launched the brand, the need was clear–we had to redefine the category with a breakthrough approach that unequivocally established Royal Prestige as the premium choice in cookware,” said Jim Legg, vice president of client service at SJG. “As a result, our research showed that we achieved this–Royal Prestige outscored its competition in terms of perception of quality, awareness and purchase intent. This year, we wanted our creative to establish a more direct interaction between our brand and our target consumer.”
“Parodia” begins with two women in a kitchen using the cookware while watching the previous Royal Prestige commercial on TV. The two start their own spontaneous dance and head out to the street where a group of other women from the neighborhood join them in the choreography. The payout occurs when one of the women returns to the same spot in the kitchen to prepare a beautiful meal with Royal Prestige.