Last year, Glad showed off the powerful hold of its Press’n Seal plastic wrap by having Hannah Hart make a burrito in an upside-down kitchen. Now, the brand has enlisted YouTube creator, comedian and TV podcast host Grace Helbig to try and make a poke bowl while being driven down a bumpy country road in a trailer.
The rugged, ‘Off-Road Kitchen Challenge’ challenges Helbig to make an elegant, “Instagram-worthy” poke bowl in a kitchen built on the back of a moving flatbed truck. Using a variety of fresh ingredients, including fish, seaweed and sesame seeds sealed safely in their bowls with Press’n Seal, Helbig peels back the seal one by one to release the ingredients and hilariously assemble the final dish. As the trailer shimmies and bounces, with Helbig strapped semi-safely to the trailer, she loses more than a few ingredients while she tries to hold it together and finish the job, but the bowls that stay covered show that the seal of Press’n Seal won’t budge.
“We so loved last year’s work with Hannah, and it was so impactful for the Press’n Seal brand, that doubling down on our commitment was an easy choice,” said Nick Montgomery, an associate director of marketing at the Clorox Company. “We love being a partner creating content that can break through the noise, and working with creators allows for that in ways traditional advertising doesn’t.”
The video was created and produced by award-winning digital studio, Portal A, which also created the Hart video. The two videos for Glad show the commitment the brand has made to YouTube, and for creating content that is native to the platform, connecting the brand to fans in a natural, engaging way.
“What’s incredible about YouTube is that it creates an open playing field to break free from formats that have dominated traditional advertising, and this work reflects that,” said Zach Blume, co-founder and managing partner at Portal A. “No other media platform gives us the opportunity to take these type of big swings, both creatively and in terms of media scale, and the Glad team took full advantage of that fact with this work.”