Desperate Moms Driven to the Brink of Sanity Choose Ragú

Trying everything to get kids to eat

Headshot of Tim Nudd

Barton F. Graf 9000 is breaking a new campaign for Unilever's Ragú spaghetti sauce built around how desperate mothers get their children to eat dinner. The first spot is below. Directed by Bodega's Dave Merhar, it features a mom who's willing to create and wear spaghetti braids, dip them in Ragú, and dangle them over amused mouths. Showing kids dining on an edible noodle-wig is certainly a new approach for the pasta-sauce category, but what else would you expect from Barton F. Graf? The spot nicely mixes a goofy, memorable visual with an old-as-the-hills consumer insight that moms will appreciate, about picky children. Upcoming spots "Air Vents" and "Piano" will depict further desperate motherly tactics for mealtime success.

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@nudd Tim Nudd is a former creative editor of Adweek.