Sunlight bathes an idyllic still life of a kitchen. But this :30 soon turns dark, proving that life can be lonely at the top. At the outset a perfectly normal baked potato sits naturalistically inert, on a plate atop the microwave. But this tater has had a shock, and he turns jumpy. Surveying his kitchen kingdom, he’s found his worst nightmare below: an empty tub of Imperial Margarine.
As Air Supply’s melancholy 1980s hit "All Out of Love" swells in the background, our solitary spud acknowledges the fact that his reason for living is gone. He is desolate without Imperial. Grief-stricken, he takes a lover’s leap off the microwave, impaling himself on a heretofore benign, but upright, serving fork. Slowly, his lifeless body slides down the tines of his destruction. The scene gives a new meaning to "Put a fork in him; he’s done."
A parting overhead shot of the empty Imperial tub, a useless butter knife within—is accompanied by a voiceover relating: "The rich, creamy taste of Imperial …" The voiceover continues, with a corresponding super that reads like the explanation in a suicide note: "Food’s nothing without it."
This anthropomorphic premise, in which a potato’s mashed hopes translate into the ultimate exodus, came from a creative team at Ogilvy & Mather, Toronto, consisting of creative directors Janet Kestin and Nancy Vonk, copywriters Dave Ross and Michael Gelfand, art directors Chris Ward and Ian Letts, and producer Brenda Surminski.
The spot was directed by Todd Lincoln via Industry Films, Toronto. Lincoln worked closely with DP Morgan Susser to achieve special effects in camera. Producing for Industry was Trudy Turner.
"Spud" was edited by David Hicks of Toronto-based School. Online editor was Dave Giles of Axyz, Toronto. Gary Chuntz of Command Post Toybox, Toronto, served as colorist. Audio mixer was Kerry Crawford of Shurman Armes Crawford, Toronto.
The spot began airing nationally last month in Canada but was subsequently pulled by the advertiser due to viewer complaints that "Spud" trivialized suicide.
