Thought Provoking Campaign Sizzles with New Voice

The new “Beef. It’s What’s For Dinner.” consumer advertising campaign is premiering this month, bringing the recognizable tagline to older millennials and Gen-Xers. The new campaign, funded by the beef checkoff, will feature sizzling beef recipes, juicy details about essential nutrients and the voice of one of Hollywood’s most promising new talents.

“This campaign builds upon the core benefits that only beef offers — its great taste and 10 essential nutrients. While most folks just look at beef for its sizzle or great flavor, it’s made up of more than that. Its nutrients are what make it the most powerful protein and what makes beef above all else,” said Michele Murray, consumer marketing executive director, for the National Cattlemen’s Beef Association, which contracts to manage advertising for the beef checkoff. “It doesn’t hurt that the voice delivering the message on the other side of the radio epitomizes health and sizzle too.”

New Voice for a New Target

The new “Above All Else” campaign aims to reach the next generation of beef eaters — the older millennial and Gen-Xer, aged 25 to 44 — who care about food and nutrition.

While keeping many brand mainstays, such as Aaron Copeland’s “Rodeo” music, the new beef campaign will switch up the voice behind the famous words, “Beef. It’s What’s For Dinner.” Sparking a new interest for the older millennial and Gen-X target, Garrett Hedlund’s voice will take a starring role in the campaign’s radio spots. Garrett personally represents healthful living, and his strong, warm voice is perfect for provoking new understanding about beef. “I’m proud to represent America’s farmers and ranchers,” noted Hedlund. “I grew up on my father’s cattle operation, so I’m right at home as the new voice of beef.”

Born in Roseau, Minn., Garrett spent his early years on a cattle operation. He was just 18 when he landed a role in the epic film Troy (2004) playing opposite Brad Pitt. Following his debut in Troy, Garrett went on to Friday Night Lights (2004) and Tron Legacy (2010). His latest roles include Country Strong (2011), in which he plays a rising young country star opposite Gwyneth Paltrow, as well as On the Road, in theaters now.

 

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Source – Citybeat.com

‘On the Road’ with Garrett Hedlund

Garrett Hedlund is going to be a star. The last time I felt this way about an actor in a less than stellar spotlight was after catching Heath Ledger in the double feature of 10 Things I Hate About You and A Knight’s Tale. They’re a pair of largely forgettable movies that pop up on cable from time to time, but each film deserves a second look (and tends to steal minutes away from a casual viewing experience) thanks to Ledger and that rugged voice of his. It took Brokeback Mountain to prove me right and of course, his now legendarily memorable turn as the Joker in The Dark Knight (with the posthumous Academy Award just to make sure we never forget him). There’s not a day that goes by when I’m sitting in a screening or watching something on television and I wonder what this “particular” movie would have been like if Ledger had been around.

But there’s hope out there because Hedlund has now slipped into that space Ledger left behind. In Country Strong, he was a quiet marvel, singing and strumming his way through this twang-fest with confidence only the best are born with. Far from a wannabe, Hedlund was already a star; we just didn’t know it yet. He was largely left waiting again in Tron: Legacy because that film was all about the spectacle and well, the legacy of the original film rather than figuring out how to capitalize on a star who, in some intriguing ways, has a good bit in common with Jeff Bridges, the actor who plays his character’s father.

All of this discussion, though, has taken me away from his latest appearance in On the Road, in part because the film, for all of its prestigious pedigree, is another missed opportunity.

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When Garrett Hedlund was cast as Dean Moriarty in “On The Road” back in 2006, he had no idea that he’d have to wait four more years for the film to go into production.

In the meantime, he managed to work on other films including “Georgia Rule,” “Country Strong” and “Tron: Legacy.” But if there was a hint of a conflict, Hedlund, much to his agents’ chagrin, pledged his loyalty to the indie film that Brazilian director Walter Salles adapted from Jack Kerouac’s Beat Generation bible.

“It was a fact that for two or three years, I was saying no to everything that came across the table, and (my agents) were, like, ‘All right, you go off and do that film. I hope Mr. Salles is happy — (soon people will be asking) where have you been for the last three years?’ ” recalls Hedlund, 28. “Agents and managers despise passion projects sometimes.”
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Tags: article, interview, on the road

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Upcoming screen star and former Prada model Garrett Hedlund is the new face of YSL’s men’s fragrance.

Do you mind being called the new Brad Pitt ?
No, not at all. I feel honoured. I worked with him when I was just 18 on my first movie Troy . I remember watching A River Runs Through It with my mother as a child and she pointed at him and said to me “that’s you!” So it was very surreal to play with him and he has continued to be a great example of how to deal with everything the industry throws at you. I have respect for how he handles life under pressure.

You also worked with the Irish actress Fionnula Flanagan?
Yes that was in John Singleton ’s thriller Four Brothers in 2005. She was wonderful. She gave me a sweetheart glass [a crystal trinket box] for the time we worked together. She was like a mother to me.

Describe your background?
I grew up on a small farm in Minnesota and my whole town, Winnesaka, was totally Swedish. Our farm was in the middle of nowhere and the furthest we travelled was a few hours away, so you grew up wanting to see the rest of the world and the usual way, the classic way to get out, was through sport. I did it through acting.

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Tags: interview

In his free time he reads poetry, writes journals amd takes endless pictures. On screen he sleeps with women, men and sings bluegrass. Is there anything Garrett Hedlund can’t do? Hermione Eyre meets the face of YSL Beauty

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Tags: Matthew Brookes, YSL, Yves Saint Laurent