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The Loomis Agency evokes state pride in its first television spots for Dairy Queen restaurants in Texas.
An initial 60-second brand execution consists of a montage of Texas images including cowboys on horses, bull riders and country-western line dancers. The scenes are accompanied by an upbeat score created by shop CEO Paul Loomis that includes lines like “From cities out to the ranches, there’s a DQ wherever I go.”
The client’s Lone Star state tagline switches to “DQ, that’s what I like about Texas,” from the national tag, “DQ, something different.”
The Dallas agency’s strategy is the one it pitched in the spring to win creative and media duties on the estimated $7 million account of the Texas Dairy Queen Operators’ Council.
“Dairy Queen has been a big part of Texas for years,” said shop executive creative director Mark Sullivan.
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