Applebee’s is separating themselves from the “good ole American” aesthetic. With their new “See You Tomorrow” campaign created by CP+B, they’re emphasizing fresh food, exciting ingredients, and unexpected taste combinations. That means 1,900 restaurants across America are about to become more interesting.
The first two TV spots directed by Jared Hess (Napoleon Dynamite) launch today and feature passionate chefs who fawn over ripe tomatoes and refreshingly acidic lemons. The ad narrator cuts them off before they take their speeches too far, switching to a typical fast food ad. It’s the restaurant equivalent of a high speed car chase—food falls onto pans in quick succession, sizzles on a grill, and then finally comes together on a steaming plate. The two halves of these spots come together to mark Applebee’s transition. They’re putting more consideration into quality ingredients, but they’re still serving affordable fast food.
This campaign also includes online, radio, outdoor ads and in-store elements, highlighting the “fresh flavors of summer.”
Credits and second spot after the jump.
AGENCY: CP+B
WORLDWIDE CHIEF CREATIVE OFFICER: Rob Reilly
VP/EXECUTIVE CREATIVE DIRECTOR(s): Steve Babcock, Mark Taylor
VP/CREATIVE DIRECTOR: Allen Richardson
CREATIVE DIRECTOR: Dave Swartz/ Scott MacGregor
ASSOCIATE CREATIVE DIRECTOR(s): Rich Ford/Brandt Lewis
SR. ART DIRECTOR: David Gonsalves
INTEGRATED HEAD OF VIDEO: Chad Hopenwasser
SENIOR INTEGRATED PRODUCER: Aaron Kovan
INTEGRATED PRODUCER: Annie Turlay
PRODUCTION COMPANY: MJZ
DIRECTOR – FOOD SHOOT: Irv Blitz
EXECUTIVE PRODUCER (PRODUCTION CO): Franny Freiberger
PRODUCTION SUPERVISOR (PRODUCTION CO): Sabrina Mossberg
LIVE ACTION PRODUCTION COMPANY & CITY: Moxie Pictures, Los Angeles, CA
DIRECTOR – LIVE ACTION: Jared Hess
EXECUTIVE PRODUCER (PRODUCTION CO): Robert Fernandez, Lizzie Schwartz
HEAD OF PRODUCTION/PRODUCER (PRODUCTION CO): Roger Zorovich
LINE PRODUCER: Laura Heflin
DIRECTOR OF PHOTOGRAPHY: Dariusz Wolskio
POST PRODUCTION & CITY: Plus Productions, Los Angeles/Boulder
VP/EXECUTIVE PRODUCER: Idalia Deshon
INTEGRATED PRODUCER: Andrea Krichevsky
EDITOR: Logan Hefflefinger
ASSISTANT EDITOR: Chancler Haynes/Chadwick Schultz
VFX ARTIST: Adam Nix
FINISHING COMPANY & CITY: Method Studios, Santa Monica, CA
EXECUTIVE PRODUCER: Robert Owens
MUSIC COMPANY & CITY: JSM, NYC
EXECUTIVE INTEGRATED MUSIC PRODUCER: Joel Simon
COMPOSER/ARRANGER: Joel Simon, Jordan Lieb
SOUND DESIGN/MIX COMPANY & CITY: Lime Studios, Santa Monica
SOUND DESIGNER: Sam Casas
ASSISTANT SOUND DESIGNER: Matthew Miller
ANIMATION COMPANY & CITY: Buck, Los Angeles
VISUAL EFFECTS COMPANY & CITY: Method Studios, Santa Monica, CA
VISUAL EFFECTS EDITOR: Claus Hansen
ASSISTANT VISUAL EFFECTS EDITOR: Krysten Richardson
VISUAL EFFECTS PRODUCER: Colin Clarry
EVP/GROUP ACCOUNT DIRECTOR: Danielle Whalen
VP ACCOUNT DIRECTOR: Scott Sibley
CONTENT MANAGEMENT SUPERVISOR: Ted Morse
CONTENT SUPERVISOR: Alex Kayne
CONTENT MANAGER: Derek Effinger
TALENT CONSULTANT: Michelle Thompson
COGNITIVE ANTHROPOLOGIST: Andrew Teagle, Kaylin Goldstein, Amelia Hall