Morey Mahoney Advertising has created a TV ad campaign for Denver-based Good Times that positions the tiny fast-food chain as an underdog with big aspirations.
For the creative, the Denver agency invented a fictional employee in the Good Times organization known as the "director of global expansion," whose job is to search for ways to enhance the chain's competitive edge.
With just 33 restaurants, all located in metropolitan Denver, Good Times and its director acknowledge the sizable task ahead, yet they remain optimistic.
In one ad, the director goes to a bank to get a $4 billion loan to expand the chain. "Some people have no vision," he grumbles as he leaves the bank, having obviously been rejected. Yet he remains undeterred. "We're going to be big," he concludes--a statement that serves as the tagline.
In the campaign's six other executions, the director humorously touts Good Times' fair pricing, employee training and various menu items.
The campaign represents a shift in creative strategy for the client, according to Tom Evans, agency partner/creative director. The chain previously used celebrity endorsement advertising that featured Denver Broncos star Shannon Sharpe. K