Anal Warts And All, Denny’s Does Episodic Content Right

According to Adweek, Will Arnett and Jason Bateman’s digital content and production studio, DumbDumb, along with Ben Silverman’s multimedia studio, Electus, have produced a series of three-minute videos for Denny’s called “Always Open.”

The show is an extension of Denny’s latest nationwide campaign developed by NY ad agency Gotham and adds depth to the new “America’s Diner is always open” platform.

Denny’s Chief Marketing Officer Frances Allen says, “The ‘Always Open’ series utilizes celebrities to draw attention to the kinds of dialog you’ll overhear all the time at Denny’s – sometimes funny, sometimes heartwarming, but always authentic.”

I guess that explains how the creative team got Sarah Silverman’s “anal warts” joke past the client.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.

Comments

  1. because every client wants their brand associated with anal warts…

  2. Grand Slam Breakfast Fan says:

    This campaign feels like self-absorbed bullshit. It’s pseudo-entertainment posing as branding.

    Denny’s Chief Marketing Officer Frances Allen says, “The ‘Always Open’ series utilizes celebrities to draw attention to the kinds of dialog you’ll overhear all the time at Denny’s – sometimes funny, sometimes heartwarming, but always authentic.”

    Frances has clearly not visited any Denny’s restaurants lately. Although perhaps these “dialogs” reflect the incoherent ramblings of actual patrons coming off of post-midnight, drug-filled party events.

    Looking forward to seeing the episode featuring a minority diner, given the brand’s history of racial discrimination. Let’s weigh in on the authenticity at that point.