Never heard of Bojangles’? Don’t be too surprised. According to their website, Bonjangles’ are only located in these states (and Honduras, for some reason). They’re like Chick-Fil-A or Popeye’s, but only located in SEC country where people talk in a drawl and most folks subsist on a diet of exclusively chicken and biscuits. It’s a strange place, the south, so their televisions ads must seem as odd to those in the godless north as the idea of wearing a button down Confederate flag shirt to a fancy restaurant. It would seem, for example, that Kentucky is apparently too forward thinking for a Bojangles’ franchise.
It would make sense in this case that “It’s Bo Time” is Bojangles’ slogan, after “Ain’t no party like a Bojangles’ party” proved to be a bit of a mouthful (kidding). In the spot from production company HELLO!, LA titled “Coach,” the high school (or college) football coach in question truly deserves some sort of award for his acting chops. When his players pour a bucket of hot chicken grease on his back, wow does he look surprised!
Residents of the southern United States, this is how stupid a production company from LA thinks you are. This is how stupid BooneOakley, NC thinks you are. This is how stupid a fast food restaurant thinks you are. They think you’ll find this crap hilarious. You know what? Yankees assume you’ll laugh at this, too. This whole campaign is a sad mess of condescension being vomited out in your face with a side of gravy.
Two more spots and credits after the jump, including one ad that offers a quarter gallon of iced tea for 99 cents.
Production Company: HELLO!, LA
Director: Matt Smukler
Managing Director: Line Postmyr
Exec. Producer: Carl Swan
Head of Production: Alexandra Chamberlain
Producer: Gayleen Sharon
D.P.: Tami Reiker
Production Designer: Jeff Higinbotham
Agency: BooneOakley, Charlotte, NC
Agency Producer: Craig Jelniker
Creative Director: David Oakley
Art Director: Matt Klug
Copywriter: Keith Greenstein
Editorial Company: Edit at Joe’s, Charlotte, NC
Editor: Joe Murray
Post Producer: Lisa Boolootian
Colorist: Charlie Tucker