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The first two ads will focus on the middle-aged Pilgrim, whom Kraft executives refer to as "Larry." But the storyline will evolve over the weeks and give viewers a sense of a broader community of Pilgrims.
In the third week, an ad will depict a testy relationship between a father and his smart-alecky teenage son. The dad nearly loses it when the son flippantly talks about eating Stove Top with tacos. If the sense of humor feels familiar, it's because the Pilgrim ads were developed by the same ad agency responsible for the popular Geico ads featuring cavemen who are forever being offended by society's prehistoric stereotypes. The Martin Agency, based in Richmond, Va., also developed the "talking gecko" ads for the auto and home insurer. In another Pilgrim ad that will air next week, "Larry" insists that he's the type of guy who "embraces change." "I'm a freewheeling guy, OK? I tweet," he says. "But Stove Top was the thing that made Thanksgiving our special holiday. And if you take that away, what's next? Our buckets? Our muskets?" Clark says the ads enlisted many improv actors, which inevitably led to some ad-libbing. "Who knew that Larry tweeted?" she said.
[Associated
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