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Charcoal brand fires up new TV spot celebrating backyard grilling

Kingsford toasts the all-American tradition of backyard grilling in a new ad by DDB California.

The Clorox-owned charcoal brand shows an ordinary barbeque grill. The camera pans around, showing a variety of people and ages. As the camera circles the grill, the background transitions from an urban setting, to suburban, to a desert and other landscapes of the United States.

The 15- and 30-second TV spots end with a new tagline appropriate for the circular nature of the commercials: "Gather ‘Round."