The Richards Group of Dallas proves itself adept at milking new life out of a long-running concept with its latest ad for Atlanta-based Chick-fil-A.
A 30-second TV spot for the 740-unit fast-food chain continues using cows to position the restaurant's chicken offerings against rival burger operations.
The spot, breaking in Atlanta this week, features a movie theater full of cows watching a presentation of "Great Moments in Cow History." Among the milestones cheered by the bovine audience: the development of imitation leather, perfecting the salt lick and the introduction of the chicken sandwich by Chick-fil-A.
The ad will air in additional markets at a later date. It marks a stepped-up TV effort for Chick-fil-A, which introduced the cow spokescharacters urging drivers to "Eat Mor Chikin" in a billboard campaign.