As we first reported last month, John Cena has signed on as the Hefty trash bag spokesman. Cena is featured in three different TV ads for the Hefty brand. In the commercials, Cena is pitching Hefty trash bags along with actor Rob Schneider.
Hefty brought back their classic “Hefty! Hefty! Hefty!” slogan as part of the new ad campaign. In one of the ads, Cena is positioned as the strong, tough trash bag customer opposite Schneider as the wimpy trash bag customer. In another spot, Cena does tricks with his pecs and the third spot includes interaction with a normal-looking family trying to relate the product to the average consumer.
https://youtu.be/LFBADN4pDyc
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“More often than not, you see moms in the kitchen taking out the trash, or something equally as boring. Ultimately, our goal was to bring humor and a bit of nostalgia to a not-so-humorous category,” Havas Chicago CCO Jason Peterson said in an interview with fastcocreate.com. “We also didn’t want only to target women. Everyone buys garbage bags, so we made sure to create a campaign that had mass, broad appeal.”
