Kingsford’s “Slow Down and Grill” mantra is as much a life philosophy as it is a tagline. Grilling with charcoal is a much slower process than using a gas grill and we want people to realize that this method of cooking has its advantages. When we take time to slow down and savor that perfect summer afternoon barbeque, we begin to notice the hidden beauty in those moments. Time doesn’t exactly stand still, but it slows enough to reveal things that we would otherwise miss.

To compliment the visual treatment of the spot, we needed music that would accomplish the same thing. “(Keep feeling) Fascination” by the Human League was a mid 80’s synth-pop hit that had not necessarily aged well, but the message was perfect for a brand like Kingsford. Our idea was to uncover the hidden beauty of a song that fit these moments perfectly and Rob Crow of the band Pinback was just the guy to do it.