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Explicit language Page: Video:

Lead: 18 Excite: 75 Amaze: 13 Direct: 7
Thug Kitchen Cookbook (1:53)
Thug Kitchen Cookbook.jpg
Author: Thug Kitchen @thugkitchen Facebook
Publisher: Rodale Books
ISBN: 978-1623363581
Trailer by: Process Media
Date Published: Oct 7, 2014
Trailer Published: Sep 25, 2014
YouTube Views: 854,189 as of Dec 19, 2014

This is a cookbook trailer like none I have ever seen. It is a cinematic humorous video using misdirection. It starts like a typical US pharmacy ad, then does a 180-deree turn when you realize it is an ad for a cookbook with a slant. In its short time on, the book already has 514 reviews, and the YouTube video has had over 850 thousand YouTube views in less than two months. The brilliance is in how well it copies a pharmacy ad format with words and actions that are juxtaposed.

Missed Opportunity

There is no link to the website in the YouTube description.

LEAD Analysis

Lead Starts off dead pan like a typical commercial, right down to the lighting, music, method of shooting and the actor. Then "not giving a f*ck about what I eat." WHAT? LEAD Timing Stopwatch.png
Excite [interest] The video starts to pitch the cookbook with lines that are out of place in a typical commercial. The son's reaction is brilliant - "Who are you?" Then the trailer moves to the scene with a typical mother and kids. Now we move on to Granny. What a hoot. "If you or someone you love suffers from Chronic Drive-thru Dinners, ... See if the Thug Kitchen cookbook is right for you." Then it’s a typical "Thug Kitchen is not for everyone, including people who might be offended by words like..." Then the fine print is shown, which is hysterical.
Amaze [hook] "Find out today if the Thug Kitchen cookbook is right for you. You'll be f*ckin glad you did." Son: "What are you doing here? I told you to get out." The confrontation continues.
Direct [directive] Book cover with tag line

Publisher Intro

Thug Kitchen started their wildly popular web site to inspire people to eat some Goddamn vegetables and adopt a healthier lifestyle. Beloved by Gwyneth Paltrow (“This might be my favorite thing ever”) and named Saveur’s Best New Food blog of 2013—with half a million Facebook fans and counting—Thug Kitchen wants to show everyone how to take charge of their plates and cook up some real f*cking food.

Yeah, plenty of blogs and cookbooks preach about how to eat more kale, why ginger fights inflammation, and how to cook with microgreens and nettles. But they are dull or pretentious as hell—and most people can’t afford the hype.

Thug Kitchen lives in the real world. In their first cookbook, they’re throwing down more than 100 recipes for their best-loved meals, snacks, and sides for beginning cooks to home chefs. (Roasted Beer and Lime Cauliflower Tacos? Pumpkin Chili? Grilled Peach Salsa? Believe that sh*t.) Plus they’re going to arm you with all the info and techniques you need to shop on a budget and go and kick a bunch of ass on your own.

This book is an invitation to everyone who wants to do better to elevate their kitchen game. No more ketchup and pizza counting as vegetables. No more drive-thru lines. No more avoiding the produce corner of the supermarket. Sh*t is about to get real.