New Zealanders have a notoriously offbeat sense of humor, as was on display during the HBO series Flight of the Conchords. A new North American campaign for New Zealand Jerky from creative agency North out of Portland, Oregon brings some twisted Kiwi humor to the tagline “Serious Meat" — they tell beef jerky jokes to a cow.
New Zealand Jerky views itself as a healthier jerky option, as the first Non-GMO verified beef jerky sold in the US.
In the social spots, New Zealand TV writer and standup comic Tim Batt tells dad-corny jokes to a deadpan cow to demonstrate just how serious New Zealand beef really is.
“Why do cows have hooves instead of feet?...because they lactose,” Batt delivers in his Kiwi accent.
Batt plays to his bovine audience knowing that the puns are so bad, they’re good, like Henny Youngman in the Catskills updated for the other side of the earth.
“A friend of mine’s a farmer. He’s got 196 cows. But when he rounded them up he had 200,” he zinged.
“We wanted to capture that quick-witted humor that Kiwis are known for with this campaign,” said Mark Ray, chief creative officer at North. “We got so much great material from Batt that we had an ‘udderly’ hard time picking our favorites.”
The social spots are viewable now through the end of September on Facebook, Instagram and YouTube. Video links to the spots, images and credits are below.
Sure, it's silly, but the product is up front and the jokes get to the point without getting in the way.