Today brings the debut of the first national campaign created by Fallon Worldwide for Arby’s since the roast-beef chain named its new AOR back in January.
The release frames the campaign as “a new meat-forward experience” created to support the company’s “overpowering” (read: assertive) new tagline “We Have the Meats” and promote a limited-time offer that somehow promises to fill the mouths of discerning diners with more flesh than they could ever imagine.
The first spot reminds viewers of meat as a symbol of their evolutionary victory over every other life form and warns us not to “fear not the meats” (though we were slightly intimidated). Here’s the :60 spot, titled “This Is Meatcraft”:
More spots after the jump.
Now, about those beefy sandwiches: note that Arby’s refuses to place any arbitrary limits on its own meatiness.
The campaign is digital as well, of course: the client’s homepage has a fresh face and the brand is encouraging fans to “join the [meaty] conversation” by using the hashtag #meatcraft wherever they happen to be.
While this is Fallon’s first official Arby’s campaign, the agency won a bit of attention with a unique stunt back in May, earning a spot in that Guinness Book by running a 13 hour “commercial” that consisted of live-streaming footage of a brisket getting smoked.
Jeff Kling -Chief Creative Officer
Matt Heath -Creative Director
Taylor Snyder -Art Director
Charlie Wolff -Copywriter
Chris Martin -Copywriter
Chris Howe -Art Director
Ted Knutson -Senior Producer
Alina Perez-Campos -Associate Producer
Rocky Novak -Managing Director
Chris Campbell -Account Director
Kacie Helgeson -Account Supervisor
Stuart Parr – Director
David Thorne -Senior Executive Producer
Sheila Eisenstein -Head Of Production
Josh Porter – Line Producer
Max Goldman -Director of Photography (Skouras Agency)
Kevin Moore – First AD
Vanessa Dubiel -Key Food Stylist –
Shot at Silvercup Studios, NY, NY
Content Studio 2
Jesse Thompson – Editor
Chris Jopp – Editor
Pat Sidoti – Director of Film
Telecine – Nice Shoes. Oscar Oboza
Conform – Volt Studios. Steve Medin / Sarah Thomas
Executive Producer – Charlie Lach
Final Mix – BWN. Mixer – Carl White
Annie Sparrows – Executive Produer
“Burial” performed by Yogi feat. Pusha T