‘It’s Always Friday,’ Per Bloom

It’s still “Friday” in Publicis/Bloom’s new television and radio campaign for Dallas-based TGI Friday’s.
The agency here today breaks a new 30-second television commercial, which was also formatted for 15-second buys, as well as 60-second radio executions.
The ads, which focus on the restaurant’s new Jack Platters menu item, are currently scheduled to air in an initial flight through May 8 in national network, syndication and cable television buys, according to the agency. Co-chairman Steve Price said additional spots will be added throughout the year. Most ads are expected to have product-specific pitches similar to the Jack Platters program spotlighted in the current work. Campaign billings were undisclosed. TGI Friday’s posted $16.1 million in major media spending in 1997, according to Competitive Media Reporting.
The broadcast commercials maintain the “In here, it’s always Friday” theme conceived in 1996, but introduce a new work-weary spokesman who contrasts the mid-week drudgery of the office with the fun, everyday-is-Friday atmosphere inside the restaurant.
Two companion radio spots will also air on a network schedule.
Publicis/Bloom handles in-store collateral materials for the national chain, in addition to its creative and media duties.
The campaign was developed by creative director Richard Schiera and art director Dean Hlavinka. John Francis of San Francisco-based John Francis Films directed and produced the commercials.
Publicis/Bloom has been responsible for TGI Friday’s advertising since late 1994, when it picked up the then-estimated $27 million account from The Richards Group in Dallas.