Five years after it began airing “Beef: It’s What’s For Dinner,” the beef industry has launched a new slogan.

The ad campaign, which you may have seen airing on television this fall, uses the tag line “Beef: It’s What You Want.” Four new 30-second television advertisements aim to evoke consumers’ emotions when it comes to eating beef. In-home settings, restaurants and steak houses serve as the backdrop.

For example, one spot shows a man’s desperate attempt to grill up his last meal – a steak – after he spots a meteor hurtling toward Earth.

“It gets to the heart of people’s inherent passion for beef,” says Monica Eorgoff with the National Cattleman’s Beef Association. “Our previous campaign focused on the functional aspect of meal planning and preparation.”