In a sweet series of ads for Blue Apron, Droga5 shows people “What Cooking Can Do” every day of the week, whether it be allowing new parents to find some alone time (however briefly) or helping an old dog learn new tricks (i.e., a 76-year-old man picking up an apron for what may be the first time in his life).
The campaign features five unique stories—one each for Monday, Tuesday, Wednesday, Thursday and Friday, when Blue Apron meal kits are delivered to customers. The ads have been airing on their respective days this week, both offline and online. Each depicts a different yet relatable story, and shows why people choose to cook with Blue Apron.
It’s Monday night. It’s raining. We see an exhausted man, clearly not looking forward to the rest of the 9-to-5 week ahead (we can all relate, right?). But in a selfless gesture, he rolls up his sleeves and surprises his significant other—who will be home from work soon, just as tired as him—with a home-cooked meal. Judging by his partner’s reaction, he made the right move.
It’s Tuesday evening. We meet a teenager. Life is hard. But he knows life is harder for Mom. He decides to show her what a good job she’s done raising him, and Blue Apron is there to help (along with his little sister). Grab the tissues, as Mom is obviously touched.
and so on…
See the rest on AdWeek: http://www.adweek.com/brand-marketing/droga5-cooks-up-a-weeks-worth-of-meals-in-touching-ads-for-blue-apron/
SCREENCHOW 