Jimmy Dean Fights the Morning Fade

This is a cute commercial, but it’s a category sell. It’s selling the idea of breakfast, not the particular benefits of a Jimmy Dean breakfast.

If one buys the premise in the ad, the solution could be toast or apple sauce or what have you. Of course, this kind of thing happens everyday in AdLandia, but that doesn’t make it right. The entertainment factor in a spot is key as an attention getter. But once the attention is given, the job is to deliver whatever unique brand attributes are at work in a seamless manner.
Which brings us to Exhibit B:All the drama in this spot is directly focused on a Denny’s brand benefit–a meal prepared by real short order cooks.



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 head of brand strategy and creative at Bonehook in Portland, Oregon.