AdFreak‘B’ Is for Burger: IHOP Officially Flips Name to IHOb—at Least for NowThe speculation is overBy Doug Zanger|June 11, 2018ShareBy Doug Zanger|June 11, 2018ShareAs brand stunts go, IHOP has squeezed a decent amount of juice out of a teaser early last week indicating that the restaurant would change its name to IHOb.For 60 pancakin’ years, we’ve been IHOP. Now, we’re flippin’ our name to IHOb. Find out what it could b on 6.11.18. #IHOb pic.twitter.com/evSxKV3QmT— IHOb (@IHOb) June 4, 2018Social media was aflutter with speculation, especially with the brand’s attempt to throw people off the scent with a poll on June 5 that stretched the limits of plausibility (butternut squash?).IHOb? What could it b? #IHOb— IHOb (@IHOb) June 5, 2018There appeared to be a decent amount of stickiness and good-natured hijinx as Stephen Colbert picked up on the switch and, in what has become de rigeur, other brands decided to swoop in on the fun. There was even one possible intergenerational flap and several other chuckle-inducing moments (see, Twitter isn’t that angry!).Just what is this magical “b” you speak of, IHOP—excuse me—IHOb? The smart social media money was on “breakfast” or “brunch.” After much ado about apparently something, today, the brand revealed that the name change—and the “b”—stands for burgers.The brand stunt includes changing store signage and the Twitter handle to IHOb, plus promoting the 60-year old breakfast chain’s new “Ultimate Steakburgers” offering, complete with seven varieties. Additionally, a Hollywood flagship IHOb restaurant will host a “VIB” launch party today.“IHOP makes world-famous pancakes, so we felt like the best way to convince them that we are as serious about our new line of Ultimate Steakburgers as we are about our pancakes, was to change our name to IHOb,” said Brad Haley, chief marketing officer for IHOb restaurants, in a statement. “We’ve pancaked pancakes for 60 years now, so it’s the perfect time to start burgerin’ burgers.”The Droga5 creative, shot by Eric Wareheim (one half of the comedy duo Tim & Eric) and produced by Prettybird, does what it’s supposed to—talk about the name change and burgers.Though the “excited manager/employee” is not a new trick, the overall personality and tone is bright and feels fun, something that Droga has done admirably for IHOP/IHOb since winning the business as the brand’s agency of record last November.The 15- and 30-second ads will run on national TV, online and across social media.One can infer that the IHOP to IHOb swap is temporary (lest the droves of Rooty Tooty Fresh ‘N Fruity fans rise together in enmity), yet stunts like this are generally, when done well, a memorable way to launch something new.CREDITS:Client: IHOP Campaign: Burgers Title: IHOBAgency: Droga5 NY Creative Chairman: David Droga Executive Creative Director: Scott Bell Executive Creative Director: Matt Ian Creative Directors: Dan Kelly, Todd Rone Parker Senior Art Director: Christian Chico Senior Copywriter: Nicholas Bauman Senior Art Director: Conner Tobiason Senior Copywriter: Craig Gerringer Art Director: Vignesh Seshadri Copywriter: Diana Perez Design Director: Nate Moore Designer: Albie Eloy Jr. Designer: Lauren Kong Experience Designer: James Garvey Executive Producer, Film: Amanda Revere Senior Producer, Film: Katie Harris Producer, Film: Zack Grant Assoc. Producer, Film: Essowe Tchalim Assoc. Producer, Film: Taylor Donaldson Executive Producer, Interactive: Ryan McGrath Senior Producer, Interactive: Andrew Puzzuoli Producer, Media: Aaron Matys Business Affairs Manager: Abigail Press Chief Strategy Officer: Jonny Bauer Group Strategy Director: Katy Alonzo Strategy Director: Kristen Mooney Strategist: Alex Cohen Communications Strategy Director: Elizabeth Hartley Senior Communications Strategist: Parks Middleton Data Strategy Director: Ryan Miller Data Strategist: Robert Cohen Group Account Director: Lauren LaValle Account Director: Lauren Tomlinson Account Supervisor: Doug Keith Account Manager: Giovanna Saffos Associate Account Manager: Janelle Whitehurst Group Project Manager: Bill Wilson Project Manager: Kareem MillerClient: IHOP Chief Marketing Officer: Brad Haley Executive Director, Consumer Marketing: Michael McCarthy Marketing Analyst: Amanda TostadoProduction Company (Live Action): Prettybird Director: Eric Wareheim DOP: Andrew Wheeler Executive Producer: Suzanne Hargrove Producer: Bernard RahillContinue ReadingPages: 1 2 Adweek Adweek