Behold, the Birth of Bone Broth in Prehistoric Times

Carnivorous cave people chow down

This just in: Our prehistoric ancestors rocked slick salon hairdos. And vegan diets were off point at the dawn of humanity.

Proof’s in the :30 below, as Kettle & Fire backs its bone broth with nicely-coiffed, ravenous cave-dwellers.

Our story takes place 1.5 million years ago. Which is actually about 1.2 million years before people appeared on Planet Earth, but let’s just roll with it.

“With ‘Be a Bonehead,’ we wanted to create something that felt totally out of place—in the best possible way,” says Anton Jeludkov, partner and creative director at Someoddpilot, which helped develop the campaign.

“In a world obsessed with hacks and high-performance everything, we dropped two cave-people into modern life to remind us that health can be simple, satisfying and even a little silly,” he says. “It’s a nudge to stop overthinking and start enjoying the basics.”

Someoddpilot knows how to unleash wacky critters to fine effect, having cast an amorous toad for eco-friendly clothes a few months back. Here, we get a taxidermied hen plus a nervous-looking gazelle that could wind up as the main course.

The merrily absurd spot looks low-budget, and delightfully so. Its summer-stock vibe helps the brand-message unfold with considerable charm.

Breaking this week, the work will run across online, social and CTV platforms.

And in the best tradition of Stone Age wall art, there’s OOH too: