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.
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.