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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Huge thanks and hugs to Garrett Hedlund Spain and @Otomi_Sakurai for sharing the video with us!

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Thank you, @redtigerlassy!! Also, Garrett’s commercial for YSL started airing in Spain on Sunday, but it hasn’t appeared online yet. I’ll post it as soon as it appears – and if you happen to be from Spain: your mission, should you choose to accept it …

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Yves Saint Laurent Official Site

Garrett’s ad campaign for Yves Saint Laurent doesn’t debut until this summer, but this week he’s in Paris for Fashion Week, representing YSL as the new face of their men’s fragrance, La Nuit de l`Homme.

Garrett and Kirsten arrived in Paris the other day and we try not to post too many paparazzi pics on here, but we really love the way his hair looks in these pics from the airport, so we’re making an exception. Credit goes to nikascott for the great edit I snagged from tumblr.

This morning, Garrett did some interviews.

@Jspot

@RoTierneyCrowe

@KVinakmens

@Danielsmodeblog

The Saint Laurent runway show is today at 8pm GMT. Just a few hours to go! Some sites of interest:

Nowfashion – Real time pictures and video from Paris Fashion Week – This link goes right to their YSL page

Liverunway.com - Live stream of the show

Showstudio.com – Paris Womenswear A/W 2013 Saint Laurent Paris

Keep an eye on mrhedlund.com – we’ll be updating throughout the day!

I figured I’d go directly to the source to find out when we’ll get to see the cover. No, not Garrett, he probably doesn’t know either lol.

Follow @DETAILS on twitter.