Crispin Porter & Bogusky in Miami launched its inaugural television campaign for Checkers Drive-In Restaurants last week with a made-to-order hook and a Western movie barroom fight scene promoting the chain's new Wild West Bacon Burger.
It is a 30-second TV commercial any client would love: shots of the product filmed on-site at a Checkers restaurant. The twist comes when a Checkers employee offers a young, male drive-through customer not only a fresh, made-on-the-spot burger, but a customized commercial as well. Surprised, the man requests a saloon brawl and the action begins inside the restaurant--including fisticuffs and flying furniture--as the delighted customer watches through the drive-through window. The final message: "Checkers. You order it. We make it."
Next month a second spot will break on behalf of another new sandwich, the Double Deville. A young woman customer in that commercial requests an automotive-style ad. By the end, a group of Checkers workers is crowding around the woman's car, ˆ la Hal Riney & Partners' Saturn ads, applauding the purchase of her first Double Deville sandwich.
During Checkers' agency review last summer, Crispin Porter & Bogusky got "inside the head of heavy fast-food users" and found freshness mattered, said CP&B president Jeff Hicks. Agency creative director Alex Bogusky likes that the campaign has many possibilities; three more spots are in the conceptual stage.
Supported by newspaper, outdoor and radio, the Wild West-themed campaign is running in major Southeastern markets.