It's time to grill Weber

Please.

You have a product that's the standard of your category, has a history of bringing families and friends together in backyards and at tailgate parties across the country, and this is the best you can do?


Forget for a moment the cliché imagery and derivative music. Where's the idea?

I can just see the presentation now.

"So, you know how much people love to grill, and how popular Dancing with the Stars is. Well, this spot is 'Dancing with the Weber!'"

The Weber brand has so much more depth than this spot gives it credit for. I'm not talking about functional features either. There's no need to talk about BTUs and all the patented blah, blah, blah that you typically find in this category. But find the real emotional connection.

"Have fun with it" is so generic. Replace the Weber with just about anything – a car, a riding mower, a pair of sunglasses – and the spot still works (badly, but it still works).

When I first got into advertising someone told me; When the British don't have an idea, they tell a joke. When the French don't have an idea, they take their clothes off. And when the American's don't have an idea, they sing a song.

After seeing this spot, I really wish I lived in France.