Ad of the Day: Applebee’s

Dining chain gets classier, but not too snooty, in its first ads from CP+B

Applebee's serves only the freshest, and the finest, at great prices. It promises. And it won't bore you to death with snobby details about the ingredients.

Yesterday, the casual-dining restaurant launched "See You Tomorrow," its first campaign from new agency Crispin Porter + Bogusky. The tagline positions Applebee's as the champion of a sort of anti-foodie backlash, pitching fare that purports to be tasty, and simple, but still somewhat classy—for example, new summer dishes like Lemon Shrimp Fettucine and Florentine House Sirloin. The spots rest on a pretty well-worn advertising trope—straight talk—and star a commercial announcer who cuts off windbag chefs as they launch into dissertations on the provenance of their produce. But they're also significantly less cheesy than the brand's previous ads—and nicely seasoned with chuckle-worthy moments. "Carl, you're doing it again," the says the voiceover, interrupting a stunned gourmet's riff on tomato pigment just as your eyes are starting to glaze over. "You're talking about tomatoes like they're your children." Hey! We know people who do that! Good ribbing. Funny. Not too mean.

Sure, the brand is trying to have its cake and eat it, too: It wants to cast itself as being in tune with the growing interest in fresh, quality fare but also distance itself from the pretentiousness of the food zealots. It also may be on point for a target audience that wants to feel like it's eating upscale, at a steal, but don't want to obsess over the details. The tagline is, "See you tomorrow," which is meant to promise fresh experiences for even the most regular of regulars.

It's classic food porn with a faux-haute twist—a dinner bell for the happily apathetic.

CREDITS

Client: Applebee's

Campaign Title: C4 Fresh Flavors of Summer

Executions: Lemon Shrimp Fettuccine, Florentine House Sirloin

Agency: Crispin Porter + Bogusky, Boulder, Colo.

Worldwide Chief Creative Officer: Rob Reilly

VPs, Executive Creative Directors: Steve Babcock, Mark Taylor

VP, Creative Director: Allen Richardson

Creative Directors: Dave Swartz, Scott MacGregor

Associate Creative Directors: Rich Ford, Brandt Lewis

Senior Art Director: David Gonsalves

Integrated Head of Video: Chad Hopenwasser

Senior Integrated Producer: Aaron Kovan

Integrated Producer: Annie Turlay

Food Shoot Production Company: MJZ

Food Shoot Director: Irv Blitz

Executive Producer: Franny Freiberger

Production Supervisor: Sabrina Mossberg

Live-Action Production Company: Moxie Pictures

Live-Action Director: Jared Hess

Executive Producers: Robert Fernandez, Lizzie Schwartz

Head of Production, Producer: Roger Zorovich

Line Producer: Laura Heflin

Director of Photography: Dariusz Wolskio

Postproduction: Plus Productions

VP, Executive Producer: Idalia Deshon

Integrated Producer: Andrea Krichevsky

Editor: Logan Hefflefinger

Assistant Editors: Chancler Haynes, Chadwick Schultz

VFX Artist: Adam Nix

Finishing Company: Method Studios

Executive Producer: Robert Owens

Music Company: JSM

Executive Integrated Music Producer: Bill Meadows

Composers, Arrangers: Joel Simon, Jordan Lieb

Sound Design, Mix Company: Lime Studios

Sound Designer: Sam Casas

Assistant Sound Designer: Matthew Miller

Animation Company: Buck

Visual Effects Company: Method Studios

Visual Effects Editor: Claus Hansen

Assistant Visual Effects Editor: Krysten Richardson

Visual Effects Producer: Colin Clarry

EVP, Group Account Director: Danielle Whalen

VP, Account Director: Scott Sibley

Content Management Supervisor: Ted Morse

Content Supervisor: Greg Paige

Content Manager: Derek Effinger

Assistant Content Manager: Alex Kirk

Business Affairs: Lisa Gillies

Talent Consultant: Michelle Thompson

Cognitive Anthropologists: Andrew Teagle, Kaylin Goldstein, Amelia Hall

Traffic Manager: Megan O'Rourke