• by Todd Wasserman , June 12, 2023

Watchers of Sunday night’s 76^th Annual Tony Awards broadcast on CBS no doubt noticed this 90-second ad from Impossible Foods.

The ad, created by Super Serious, a new agency headed by actor Terry Crews, is a history of food, presented in song.

The history begins with mammoths and progresses to “a delicious new animal called the plant.”

The ad states that the Impossible meat bleeds and sizzles. Overall, it’s a bold introduction that will no doubt prompt some to try Impossible.