Write a short summary of what happens in the radio advert

We worked closely with top session musicians and arrangers to compose 6 original “recipeoke” videos. Each is ostensibly a cheesy love song between SPAM® and another ingredient, but also has step-by-step cooking instructions. Each is patterned after a popular karaoke music genre: boyband, R&B, arena rock, 80s dances, power ballad, and soft rock. We painstakingly recreated the lyric style, instrumentation and composition of each genre. These were launched on Facebook and YouTube. SPAM® also partnered with Rockstar KTV Bar for a promo where guests could sing the Recipeokes to get a SPAM dish free.

Script. Provide the full radio advert script in English.

• “Break Down In Crumbs” Lyrics: Nobody wants bread that’s a day old Once I was lost, now I’m harder than stone ‘Cause bread’s only when it’s fresh and it’s warm But a stale loaf like me might as well be left to mold But SPAM® can bring me back from the cold Throw me in the food processor Make me break down in crumbs Then take this SPAM® Cheese slice, dip it in flour and egg white Coat you in this day-old bread crumbs Throw me in the food processor I wanna be crushed and I wanna be fried In oil that shines, and crisp you up Into SPAM® battered and fried Break me down in crumbs, crumbs, crumbs -- • “Melt With You” Lyrics: I was a lonely slice of cheese Waiting for someone worth melting for ‘Cause white bread is just so blah Then came SPAM® Bacon Spread the mayo as far as my love You really know how to butter me up Some might call it cheesy, but this love ain’t just cheddar It’s also Emmental So let’s get a little bit closer Turn me over upside down ’til both sides are golden brown So let’s get a little bit closer and melt in this bread together Melt with me now, get a little cheesy now Melt with my SPAM®, SPAM® Bacon Melt with me now, get a little cheesy now Melt with my SPAM® Melt with my SPAM® SPAM® Bacon -- • “Tangled In My Love” Lyrics: The moment I laid eyes on you, I knew, you and me, we’re gonna get all tangled up Without you, my life had no flavor Without just a plate with no savor Oh but then SPAM® Classic came along, it’s better than before I’ll soak the flavor up, and the carrots, and the broccoli, and the baby corn And the SPAM® Classic now, a classic kind of lovin’ Add the salt and paper, spice it up Now that you’re mine, let our flavors intertwine When you cooked me, sauteed me, and served me Got you all tangled all in my love (tangled, tangled) Oh I got you, got you, got you (SPAM® Classic, SPAM® Classic) Ooooooooohhhhh Tangled in my love -- • “Won’t Lettuce Be” Lyrics: I’m rolling here again at the bottom of the fridge Wilting and so cold, no one likes iceberg no more It’s always romaine or rocket, also known as arugula But then came along SPAM® Lite, cubed and fried To make me believe in salad again SPAM® Lite won’t lettuce be alone anymore SPAM® Lite won’t lettuce be alone anymore Whisk lemon and olive oil and the crushed garlic In the balsamic and season the emulsion SPAM® Lite won’t lettuce be alone anymore Toss it all with eggs, feta, and olives Don’t forget the cheery tomatoes SPAM® Lite won’t lettuce be alone anymore -- • “All Eyes See” Lyrics: Weeknights they serve me a sidedish forgotten I’m no star of Nilaga or Menudo But now SPAM® Tocino is here and we’re all I see. SPAM® Can, make me feel brand new They can cut me down, they can throw me to the ground With SPAM® Tocino by my side, onions be damned, there will be now more tears There will be no know more tears So bring out the cheddar, Bring all the greens When we’re together, you’re all I see. -- • “Wrap You In My Love Lyrics: I’ve been waiting for so long, so long I’m just tortilla waiting for someone to fill me up But SPAM® Hot & Spicy came into my life I knew it was right so I made this mix tonight Sour cream and cream cheese, don’t forget the lemon juice Basil and cilantro and season to taste, ooh yeah Now I can wrap you in my love, give you all my love Fill me up with cheese, and onions, peppers, and roast corn Let me wrap you in my love, can’t get enough of your love SPAM® Hot and Spicy, let me wrap you in my love Let me wrap you in my love, SPAM® Hot and SPicy Let me wrap you in my love, just spice it up

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

Saying Filipinos love karaoke is a huge understatement. The first karaoke machine was patented by Filipino, Roberto del Rosario, in 1975. Laws have been passed banning karaoke in residential area at certain hours. And it’s not unusual to see Filipinos mourning at a funeral with a song and mic. So, to differentiate SPAM® recipe videos from the hundreds of thousands already online, we latched on to this favorite Filipino pastime.