The ritual of tapping the bottom of a glass bottle of Heinz is age-old. While the effort involved in getting the red sauce to glob on your plate is the stuff of nostalgia it's squeezable counterpart has its own particular idiosyncrasy: squeeze too hard and your dinner mates might think you let one rip.
This flatulent entendre is the punch line of Heinz' Super Bowl commercial-- its first in 16 years. As people of all stripes--young, old, tailgaters, brides--happily tap glass bottles, a granny discovers the squeaky side effects of a near-empty squeeze bottle.
Created by Cramer-Krasselt, the ad is set to the childhood ditty "If You're Happy and You Know It."
The ad is part of a larger campaign wherein Heinz is asking people to submit photos of themselves with their own Heinz vessel (the images can be seen at showusyourheinz.com) for the chance to win a prize.