When we at the Daily (Ad) Biz ;last talked about Minneapolis shop Colle + McVoy (who have a great website, by the way), they were doing fun stop-motion videos for sandwich chain Erbert & Gerberts.
They are back, and with more video goodness for the same brand. From a creative perspective, Erbert & Gerbert’s is a great brand to work on. It is an off-beat, authentic brand that is approachable and, as far as the product goes, damn tasty.
To celebrate the brand turning 20, which to many is sort of an adult milestone because the teenage years are well and truly over, Erbert & Gerberts decided to celebrate like a kid:
Beyond this television spot – running in markets relevant to the chain, so you might not see it – there is a website with a wealth of different cuts, new ways to use the candle cannon, behind the scenes and more fun ways to interact with the brand.
It’s a little random, but it is a perfect fit with the brand personality and it’s a nice change from all of the sandwich chain ads (Subway, particularly, I’m talking to you) running spots that only show close-ups of the product. Those may get franchisees all hot and bothered, but they suck in terms of creative advertising.
This, however, does not.
Usually, when you hear about an “interesting” way to activate a brand on TV and online what you find is not interesting. Or, if it is, it’s completely off brand.
There are exceptions though, and the Erbert and Gerbet “Human Flipbook” work from Minneapolis agency Colle + McVoy is one:
Though you wouldn’t know from the chain’s terrible website, there is a lot of equity around the little Ergert and Gerbert characters represented in the spot. The low-budget feel is also inline with a brand that prides itself in its non-flashy Midwestern roots (and, let’s face it, was all they were willing to pay for). This ad is right on strategy and the creative is a nice change from just showing a close-up of a sandwich.
I am not convinced that the campaign website will take off virally, though the behind-the-scenes video is cute:
As cute as it is, I think that it is something that is fun for the people at the agency, from the client and in the industry. But if I am a consumer…why would I watch this, let alone pass it on?
Still, I like the ad a lot both strategically and creatively.
And not just because I think the agency is primed to get big.