Normally, they are pretty cringeworthy. But in the hands of a properly self-aware teller, even the worst puns can become precision-guided projectiles that sail well past unfunny to somehow land on funny again. To leverage such antihumor in Serious Meat, a new campaign for New Zealand Jerky, Portland, Oregon–based creative agency North worked with New Zealand stand-up comic Tim Batt. Together, they reinforced the jerky brand’s mantra by going straight to the serious meat itself. As Batt stood in a pasture, he dropped humor bombs for a hooved audience. Although it was a tough crowd, the comic couldn’t be cowed into silence, instead using his best bovine-themed material to let the grass-fed New Zealand beef—whether in the package or those around him—be the star of the show.
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