Hard Rock Cafe Bridges the Generational Gap

For Openers, O’Connor Kenny Scripts Laughs for Entire Family
ATLANTA–O’Connor Kenny Partners has delivered the first punch lines for its Hard Rock Cafe International account. Its summer advertising campaign employs a variety of outdoor media intended to have families of consumers laughing all the way to the client’s nearest rock ‘n’ roll theme restaurant.
Billboards, phone kiosks, taxi toppers and bus wraps feature photographs of the well-known Hard Rock Cafe T-shirt sporting pithy phrases intended to strike a chord with Generations X and Y, as well as their baby-boomer parents.
“Revolution. Anarchy. Rebellion,” declares one, before adding parenthetically, “Bring the whole family.”
“Rediscover what pissed off your parents,” states another.
“Relive those moments you can’t remember,” urges a third.
Like the real-life apparel, the T-shirt in each ad features the name of a city below the Hard Rock logo. That city corresponds to the market where the advertisement appears, with the exact address scrolled across the bottom.
“The Hard Rock T-shirt is a unifying element,” said Bob O’Connor, chairman and chief executive officer of the $25 million Memphis, Tenn., shop. “[It] will help direct customers to their nearest Hard Rock.”
The Orlando, Fla.-based chain is expanding the storefronts of nine restaurants in its top markets.
Carat’s Memphis, Tenn., office is handling media strategy and placement, which includes a pair of huge billboards in New York’s Times Square. The summer campaign’s budget is estimated at $4-6 million.
Hard Rock Cafe also has formed a partnership with the National Basketball Association. The two parties, which are developing a new chain of theme restaurants called NBA City, have named Cramer-Krasselt agency of record. The first eatery will open later this year in Orlando, where the agency operates a 40-person office.