Dairy Queen's first 60-second commercial, a parody of Jared The Galleria of Jewelry's syrupy, romantic ads, will break this Sunday during the Puppy Bowl. The spot is part of a new yearround advertising push from the Berkshire Hathaway-owned chain, which turns 75 this year and usually reserves its ads for the summer.
Made by the brand's creative shop, Barkley, the commercial features DQ's new Red Velvet Cupid Cake and Spoon Case. In the spot, a man surprises his lady with a velvet jewelry box that—to her delight—contains a plastic spoon. Customers can actually order the spoon case at DQcakes.com while supplies last.
"We found that the majority of Americans feel as though they receive clichéd gifts on Valentine's Day," said Barry Westrum, evp of marketing for Dairy Queen. "We felt like we had an opportunity to break the cliché and offer something unique and original for our fans to give their loved ones."
Westrum explained that consumers believe the Super Bowl is the most unromantic day of the year, which is why the brand wanted to break the spot on the day of the Big Game. "We felt we needed to bring some romance to our fans," said Westrum.
Dairy Queen's ad will air again during Saturday Night Live on Feb. 7. It will also have a social campaign with the hashtag #breakthecliché. Later this year, the brand will launch a new product platform, a new Blizzard menu and a major movie tie-in. Spark handles media planning and buying for the chain.
Check out the full spot below: