Thug Kitchen: Eat Like You Give A F*ck

Produced by Process this tongue-in-cheek commercial was created to promote the new Thug Kitchen cookbook. Director Daniel Schechter brilliantly mocks traditional health and lifestyle advertising by adding a liberal smattering of foul language. Cut through Whitehouse Post by editor Sam Puglise-Kipley the spot follows several everyday people who used to eat poorly, but now, adopting the Thug Kitchen mantra of “eating like you give a f*ck", have corrected their ways.