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Big Boy is highlighting its annual strawberry festival in a new 30-second spot from Simons Michelson Zieve that breaks today.
The spot focuses on a die-hard Big Boy fan who camps out in front of the local store to be the first in line to get a slice of strawberry pie, which is the chain’s special through June 24.
The spot spoofs the frenzy of a crowd waiting in line for tickets to a concert, with a main character who wears a T-shirt emblazoned with the slogan, “Strawberry Festival ’73.”
As the spot comes to a close, a wider camera shot reveals that the festival veteran is not alone—a long line of tents and lawn chairs are set up outside a Big Boy.
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