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Ruby Tuesday determined to blow itself up

Rubybomb

Unlike some of its casual-dining brethren, Ruby Tuesday figures it's better to burn out than fade away. With that in mind, the chain is planning to destroy one of its restaurants next Tuesday in a glorious, self-defeating explosion that will be broadcast live on its Web site. Technically, the stunt, coordinated by ad agency BooneOakley, is meant to usher in a new beginning for the chain, with an ad campaign tagged “It’s a brand new Tuesday.” But it feels more like a grand statement about the category generally. (Bennigan’s probably regrets closing its locations meekly in the middle of the night instead of sending them sky-high.) Teasers for the Ruby detonation include newspaper ads with copy shaped like a bomb. (With any luck, those ads will not be running anywhere near Boston.) There’s also a countdown clock on the Web site, but it’s only counting in days, hours and seconds—they forgot to include minutes. Our advice: stay away from this detonation site at all costs.

—Posted by Tim Nudd

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AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd and David Griner.

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