Danepak: Fallen Tree; Precipice

Framed with surreal humour in a ‘scandi noir’ setting, these new Danepak ads show how serious the brand is about bacon by introducing two new product perks in emergency situations. 

Fallen Tree opens on a man trapped by a trunk, which you'd expect to hurt and lead to calls for help, however, all the floored forest worker can think about is Danepak's Rapid Rashers microwavable bacon.

The second spot, Precipice, opens on a couple who've managed to somehow almost drive their car off a cliff. But hanging on a knife-edge, all the pair can do is admire the innovative reclosable packaging of Danepak bacon.

The tagline for the campaign, we’re Danepak serious about bacon, came from agency isobel’s initial visit to the brand’s headquarters in Denmark and the realisation that the brand takes its products very seriously, but also how Danes are considered to be the happiest nation in the world. Both ads are directed by James Rouse at Outsider.