Thug life: Trailer for cookbook advertises some mean healthy recipes

California – A new recipe book that encourages people to eat healthy, plant-based foods, has been released. The Thug Kitchen Cookbook comes complete with a YouTube trailer that includes an explicit content warning.

The ad, developed in collaboration with production company Process Media, has received almost 800,000 views to date and follows a series of foul-mouthed narrators as they explain the merits of ‘plant-based recipes that inspired [them] to get [their] shit together’.

Michelle Davis and Matt Holloway, founders of Thug Kitchen and collaborators on the Thug Kitchen Cookbook, wanted to build on the success of their blog, which encouraged people to eat healthy, plant-based foods. 

‘We’ve always thought of Thug as an attitude,’ said Davis in an interview with Reuters. ‘We wanted people to take control of their plate and get bad-ass in the kitchen.’

The foul-mouthed tirade that visitors can expect when watching the advert and visiting the site speaks to the No-bollocks attitude of Re-con Man, a tribe redefining masculinity in the wake of the Female Century.