Flame On! Move Over, Human Torch, Make Way For Grill Master

At a time when superheroes are dominating Hollywood and other areas of pop culture, JWT Brazil is bringing one to backyards, patios and other outdoor BBQ locations, breaking a new campaign for Grill Master that consists of a classic comic book format.

“Grill Master is a mythical entity of the barbecue,” explains an agency spokesperson, adding: “A hero that appears to assist every time someone is about to disrespect the most sacred of the culinary rituals.”

Titled “Tales of the Grill Master,” the “comic book saga” is actually told via five Internet video episodes, combining the comic books genre with lifestyle marketing.



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