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DDB Canada has launched an ad for Knorr frozen meals, which bleeps out the word "frozen" to sound like a rude word over a classic food demonstration. The idea is that when it comes to Knorr frozen food, "frozen doesn't have to be a bad word". The 30-second TV spot, entitled "bad word", shows consumers being introduced to the new product through various scenes; beauty shots of fresh vegetables, herbs and pasta, and a couple enjoying their Knorr frozen entree. In each shot, the voiceover talks about the frozen entree, and where the word frozen should be heard, it has been bleeped out. The spot ends with the tagline, "Frozen doesn't have to be a bad word".