Two women walk into a bar and they see an old salty character–appropriately enough named Olde Salty–sitting on a bar stool holding his pet clam. The ladies ask if they can pet the clam. Olde Salty offers them the chance to feed it.
He pours salt on the barroom table and sets the clam down. The mollusk then licks salt off the table.
Olde Salty informs the gals that the clam is 211 years old. A message appears on screen which reads,”The world’s oldest living creature is a salt water clam.”
Explaining the clam’s longevity, Olde Salty explains, “It’s the salt.”
Dave Laden of Hungry Man directed the campaign conceived by Grey San Francisco for The Salt Institute, the North American non-profit trade organization dedicated to raising awareness of salt’s benefits. Olde Salty, a well-cured spokesperson, stars in the campaign, using offbeat humor to drive home the benefits of salt.
Curt Detweiler, Grey San Francisco’s CCO, said, “At home on the water, in the eye of a blizzard, or bellied up to the bar with his pet clam, Brine, Olde Salty is equal parts sage and elder statesman.”
The Olde Salty campaign’s theme is simply “Everything’s Better with a Little Salt.”
