Client: Quincy’s Family Steakhouse, Spartanburg, S.C.
Agency: Match, Atlanta
Creative Directors: B.A. Albert, Elizabeth Cogswell Baskin
Copywriter: Kevin McKelvey
Art Director: Steve Andrews
Agency Producer: Christina Cairo
Director: Jim Zoolalian,minus 30
Editor: Ellen Crocker, Cosmo Street
One way to bring life to a client’s product is to bring that product to life. In the case of Quincy’s Family Steakhouse, television and radio commercials showcase the most popular item on the menu, known affectionately to Quincy’s diners as the “Big Fat Yeast Roll.” Match in Atlanta has turned the carbohydrate into a walking, talking icon for Quincy’s. “Big Fat,” as the agency has nicknamed him, is an unabashed prima donna, according to Match creative director B.A. Albert. Not only that, “He’s got a maniacal streak,” she added. In the fifth Quincy’s spot of the series, Big Fat walks along a beach with a young boy who asks the loafish mentor what birds eat. Seeds, berries, nuts, Big Fat replies calmly. What about bread, the boy wonders. Quick cuts to nearby seagulls accompanied by threatening Psycho-esque shower-scene music send Big Fat into panic mode as he screams to his little friend, “Run Jimmy, run!” A final on-screen graphic sells 99-cent children’s meals as the voiceover urges: “Kids’ meals at Quincy’s. Run.” The spot will begin airing in Southeast markets in March. –Katy Eckmann
Client: Jersey Mike’s, Manasquan, N.J.
Agency: Williams Whittle Associates, Alexandria, Va.
Creative Director/Copywriter: Mark Brady
Art Director: Des O’Carroll
Agency Producer: Karen Falk
Account Service: Paul O’Neil
Director: Joe Schaak
Producer: Anthony Lukas
Production Company: Picture Tube, Philadelphia
Ever since the trend toward open office environments (not to mention downsizing), an afternoon nap at one’s desk seems like career hara-kiri. Anything goes in ad land, however. For the first half of a new 30-second TV spot for Jersey Mike’s sub sandwich chain, a man succumbs to a snooze session despite ringing phones and other office noises. The reason becomes clear when a large sandwich drops into view, along with the on-screen and voiceover warning: “Don’t order the Giant.” Although Williams Whittle Associates uses other media to brand Jersey Mike’s as “Authentic Jersey subs since 1956,” this first TV effort focuses on the product itself “in a fun way,” said agency co-creative director Mark Brady. The spot breaks in Raleigh, N.C., next month, and will roll out to other markets in Pennsylvania, Virginia and Ohio. –K.E.
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity