Cuisinart debuts “A Work of Cuisinart: The Roommates,” this long-form brand spot at the helm of its first-ever episodic social campaign built natively for TikTok, Instagram, and YouTube Shorts. Instead of product-heavy TV ads common to the category, the campaign from agency Fallon blends dialogue-driven humor with elevated product craft to engage younger audiences with entertainment-first storytelling.
Directed by Kelsey Taylor via production company Eleanor, “A Work of Cuisinart: The Roommates” is part of a broader “A Work of Cuisinart: The Starving Artist” campaign that rolled out this summer.
Here are some campaign highlights:
–Designed for the Scroll: Rather than static product ads, the 14-part non-linear series taps into the way people naturally consume short-form content on their feeds, showing how entertainment advertising can capture short attention spans.
–An Unlikely Duo: The story follows a passionate modern home cook, Lucy, and her roommate Bruno, a literal starving artist straight from the 17th-century Baroque era, who recognizes true culinary craft when he tastes it. Together, they prove that with the right kitchen tools, cooking isn’t a chore, it’s an art form.
–Craft Meets Innovation: From roasting a chicken in the ClearView Air Fryer to whipping up homemade ice cream in the FastFreeze Ice Cream Maker, the series highlights how six Cuisinart innovations transform everyday ingredients into masterworks.
“At Cuisinart, we believe everyone has the potential to create something extraordinary in the kitchen. This latest iteration of our ‘A Work of Cuisinart’ campaign brings that belief to life through entertaining, social-first storytelling that meets people where they are and inspires them to see cooking as a creative outlet. By showcasing our innovative products in an unexpected and engaging way, we’re celebrating the artistry of everyday cooking and empowering home cooks to turn everyday meals into works of art” said Thales Soares, VP of marketing at Cuisinart.
Leslie Shaffer, chief creative officer at Fallon, said, “Our brand platform is ‘A Work of Cuisinart,’ so it only makes sense to put a brooding, time-traveling 17th-century painter and a modern home chef together as roomies. It’s a fun, theatrical way to prove that these smart kitchen tools can help anyone create literal masterpieces on a daily basis.”
