Ad of the Day: Arby's

Sleep easy, America. Bo Dietl is on the case. What case, you say? The truth about your sandwich meat. It's a tough job, but someone's got to do it. Dietl, former NYPD detective, current private investigator and professional blowhard, is the man to tell cold, hard truths. And the cold, hard truth about your cold cuts is that you should be eating Arby's. Because Arby's slices its lunch meat fresh in the store daily before putting it on your sandwich. Because Subway does no such thing. And because Arby's is paying Dietl a lot of money to tell you that truth. Seriously, though, he loves Arby's, too. Because it's fresh sliced roast beef is delicious. At least, it was the first time he ate it, at an Arby's in California back in 1969, when all the other boomers were eating mushrooms at Woodstock in New York. Earlier this month, Dietl appeared in a 30-second Arby's spot, cracking wise outside a Subway lunch-meat slicing facility somewhere in the middle of nowhere. Today, he's back in this longer-form version of the argument, a five-minute video directed by Larry Charles, who also directed such heavy-hitting Sacha Baron Cohen exposés as Borat, Bruno and The Dictator. In the new Arby's clip, Dietl delivers more Dietl antics, reminiscing about his days as a cop, waxing poetic about America, and grilling a former Subway employee about the lack of in-store slicing. He also takes a couple of not-quite-bare-knuckle swings at Arby's competitor, like shoving a meat slicer into the drive-through window of a Subway, to the amusement the employee on the other side, who otherwise doesn't seem to care in the least. Perhaps most insightful are Dietl's man-on-the-street interviews with the regular folk who foolishly assume Subway's meats are sliced "in the back" of each store. In that montage, the brand's spokesman gets out of the way of what's a fairly hard-hitting message, aimed at undermining Subway's core "Eat fresh" motto. Overall, the video doesn't reveal much about the evils of Subway's long-distance meat craft, other than it is long distance. Nonetheless, Dietl's gruff charm conveys the sense that the brand is having fun with the pot shots, even if it's not really a good-natured ribbing. Entertaining as it may be, though, it doesn't necessarily feel all that fresh. CREDITS Client: Arby's Agency: Crispin Porter + Bogusky, Boulder, Colo. Worldwide Chief Creative Officer: Rob Reilly Executive Creative Director: Alex Burnard Creative Directors: Scot Kaplan, Vladislav Ivangorodsky, James Maravetz Associate Creative Director: Mark Schruntek Director of Video Production: Chad Hopenwasser Executive Integrated Producer: Lisa Effress Junior Producer: Kelli Espinoza Live Action Production Company: Independent Media Director: Larry Charles Executive Producer: Susanne Preissler Line Producers: Lindsay Skutch, Beth Aranda-Hodzic Post Production: Method NY Executive Producers: Robert Owens, Angela Lupo Producer: Matthew Engel Lead Compositor: Aidan Thomas VFX Supervisor: Gil Baron Set Supervisor: Rob Hodgson Compositors: Sean Wilson, Marty Taylor, Ian Holland, Matt Welch Digital Matte Painter: Marc Samson Editorial Company: Cut + Run Editor: Jay Nelson Executive Producer: Melati Pohan Assistant Editor: Ben Jones Food Shoot Production Company: Assembly Films Director: Kevan Bean Executive Producer: Gloria Colangelo Line Producer: Pete Dever Production Supervisor: Kerri Johnson Executive Integrated Music Producer: Caitlin Rocklen Sound Mixer Company: Lime Studios & Beacon Street Studios Sound Design: Jeremy Brill Music Supervisor: Chip Herter Visual Effects Company: Method Design Creative Directors: Mike Sausa, Steve Viola Producer: Dan Masciarelli Coordinator: Mary Melendez 2D Artists: Bernard Crosland, Jessica Engles, Alex Gibbs 3D Artists: Omid Ensafi, Pouyan Navid, Jamie Sawyer Content VP Group Account Director: Scot Beck Content Account Director: Justin Marciani Content Supervisor: Jessica Martin Content Manager: Julie Pfleger Assistant Content Manager: Sandy Florez Business Affairs: Natalie Greenman Cognitive Anthropologist: Erica David

Brand Marketing

Ad of the Day: Arby's

Chain gets a former NYPD detective to tell the cold, hard truth about Subway's cold cuts

Gabriel Beltrone

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Gabriel Beltrone