TBWA\Chiat\Day L.A. Debuts Newest Work for Buffalo Wild Wings

By Erik Oster 

TBWA\Chiat\Day L.A. debuted its newest campaign for Buffalo Wild Wings since picking up creative duties for the client last September.

With the NFL football season set to kick off in less than a month, the agency launched two 30-second posts that, unsurprisingly, are heavy on the football. The ads, which feature cameos from former Cowboys running back Emmitt Smith and Steelers head coach Bill Cowher. The League’s Steve Rannazzisi stars in both ads, promising to make viewers “Football Rich!” and “Fantasy Football Rich!” in an intentionally over-the-top style, such as the elaborate explosion accompanying the line “Making delicious wings at home can be such a pain.”

Since the chain’s plentiful televisions, allowing patrons to watch multiple games, are one of its biggest selling points, the football theme is a no-brainer. The attempts at comedy, however mostly fall flat, although Cowher flashing the four rings he won through fantasy football is kind of entertaining. Broadcast spots will continue running throughout the football season, supported by digital and social media extensions, as well as in-store activations.