Let’s keep things simple. I’ve seen an ad campaign I really like. It’s funny, witty, smart, highly noticeable and very memorable. I know, I know – if you’ve read my articles for Creativepool, you’ll be aware I rarely like the ads I see, so there’s probably some heavy irony and a sarcastic twist on its way. But there really isn’t. As I say, I’m keeping it simple.
If there is a catch, it’s only this: the campaign is only running in America, because it’s for an American brand. However, since that’s where I am for the next week, I thought it would be remiss of me not to share.
"Cows' life expectancy is increased by the presence of a chicken-only diner chain."
First, a couple of things you need to know. America is rammed with eateries, really quite stuffed with the things. And, while there are some great independent outlets still doing their thing, most of these places are parts of big corporations. Denny’s, Cracker Barrel, Red Lobster, Pizza Hut, McDonalds, IHOP and Waffle House, are just a few. Although, we’re concerned with a firm called Chick-Fil-A. Yes, you’ll have to excuse the name – but, as you’ve possibly gleaned, this is a chain of chicken restaurants. And that’s the point on which the whole campaign hinges. The only meat they serve is chicken, and most definitely not beef. Which is good news for the cows slaughtered to produce the latter; their life expectancy being somewhat increased by the presence chicken-only diner chain.
Brilliantly, Chick-Fil-A have created two bovine characters and installed them in outdoor sites across the southern states, giving the impression they are defacing posters with their own messages. The one I saw was on the main, northbound artery into Tampa, Florida. One cow was standing on the shoulders of the other (do cows have shoulders?) in order to access the print display above them where they had ‘written’ “Tamppa welkums non-beef eeters”. You see, in this campaign, cows can write, but can’t spell. Here’s the Christmas version…
In the mass of very literal, and often price-driven commercials, which form the larger part of the US advertising landscape, this work is a breath of fresh air. It isn’t merely the 3D rendering of the cow characters that makes them so lifelike (although that obviously helps), it’s the playfulness and cheek they display giving them an endearing ‘realism’. It’s like coming across a giant Gary Larson ‘Far Side’ cartoon beside a main road. Indeed, it’s quite likely the whole concept was inspired by Larson’s comedy cows, but that does nothing to detract from the entertainment and amusement the work delivers. There’s a very firm proposition too. In a country built on hamburgers, here’s a couple of good reasons to choose the poultry alternative: it’s better for you and reduces the massive reliance on cattle.
Not that we should take the messaging too seriously. This is clearly about fun and eccentric humour – and it works a treat. So a big hand (hoof?) to Chick-Fil-A – may those cows continue their vandalism for many months to come.
Join me in a couple of days, by then I’m sure I’ll have seen a campaign I loathe.
Magnus Shaw is a blogger, copywriter and consultant
