I’m Thinking Arby’s

Friend of AdPulp, Tom Asacker, is looking for examples of excellence in marketing communications (direct mail, ad, collateral, web, etc.). By “excellence” he means:
1. Something that grabs your attention because it is different, out of the ordinary, has a “wow” factor, makes you think, etc.
2. Quickly communicates what’s in it for the prospect and why. Note: It could be anything from saving time, having fun, social capital, etc. B-to-B or B-to-C.
3. Makes it clear “how” the company/brand accomplishes #2. Proves the claim in some creative way.
If you have an example to share, leave a comment here, or contact Tom directly.
Here’s my example…
Arby's.jpg
Last night I saw a new Arby’s spot, where a pitchman is in the board room at McDonald’s trying to sell the big wigs on 100% natural chicken, instead of the 70% chicken plus fillers they now use in their sandwiches. McDonald’s wasn’t interested in the man’s pitch. In fact, the faux managers found it laughable.
While there’s nothing new in the attack ad format, the spot got my attention and made me think. Given that only one out of every 100 or so ads has the power to do that, I’d say Arby’s has a successful campaign on their hands. I find it compelling because Arby’s neatly differentiates itself from the competition, something entertainment-only ads fail to do.

About David Burn

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. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.