FCB Chicago tapped top Danish director Kaspar Wedendhal to direct three spots for Kraft A1 Steak Sauce.

The three 30-second spots, "Lion Bones," "Dive" and "Slurp" use visual humor to drive home the tastiness of the sauce. "Lion Bones" has a finicky zoo-lion refusing its raw meat until it is prepped with A1, while "Slurp" has a man and dog both licking their plates clean, the man concentrating on A1 rather than kibble. Wedendahl repped by LA's Piper Productions in the US is repped by Bacon in his native Copenhagen. This campaign was produced through Luscious International in Syndey, Australia.

Creative credits are CD Dave Moeller, art director Ian Prior, copywriter Tony Sharpe and agency producer Chris Bing. Drew Thompson of Guillotine/Red Car edited, music was done by John Ferrer at Genuine Music.

http://www.fcb.com