It's new. It's daring. It's hilarious. But Chicken of the Sea's new advertising campaign is about more than getting a laugh from American consumers. It's about using humor to communicate health messages. And this buzz-generating strategy has already proved successful abroad and on the Web with a similar approach employed by Chicken of the Sea's parent company, Thai Union Frozen Products PCL.

This virtual press kit includes a press release that will explain Chicken of the Sea's strategy behind the campaign; a frequently asked questions document to address your inquiries; streaming video of Chicken of the Sea's new commercial, which will give you an advance look at the creative that will begin airing in August; and a streaming video of the original Thai commercial that served as an inspiration for Chicken of the Sea's current campaign.