All Beef. No Bull

Third Street is breaking new advertising for client SunFed Ranch, a California-based brand that produces a premium line of 100% grass-fed beef that is now available in grocery stores nationwide. The digital campaign will run nationally online (YouTube, Google pre-roll, SunFed’s website) and on social media.

The first spot, “Father’s Day,” kicks off June 16.

“Despite the mugs and the T-shirts, statistically speaking, not every dad can be ranked number 1,” the VO says as the ad opens. The scene is of a family getting ready to dine outdoors as dad scoops plump cheeseburgers off the grill. But math doesn’t matter, it goes on to argue, because all good dads deserve good burgers and a chance to sit down outdoors and socialize with their favorite people on earth. So that’s what we see: TV family enjoying SunFed Ranch’s premium 100% grass fed beef hot off the grill on Father’s Day.

“Let dad know statistics be damned,” the spot goes on to say. “He’s Number 1.” It tags with the brand’s signature tagline: “All Beef. No Bull.”

The second ad is 15 seconds and breaks June 21. It’s called “A Man. A Steak. A Beer. A Grill.” With those titles on screen—and no narration—a young man plops a behemoth steak on the grill, closes the lid, and smiles into the distance, clutching a cold one as it cooks. Having obtained his needs, he has reached transcendence. This spot will run through mid-September.