Master and Apprentice Are Back, and Ridiculous as Ever, for Steak ‘n Shake

New spots from Carmichael Lynch

The latest ads in Carmichael Lynch's master and apprentice campaign for Steak 'n Shake continue to use sound effects and choice props to comic effect.

This time, the main featured sound effect is the comically exaggerated air karate chop. The latest series of wooshes reminds us fondly of Weird Al's absurd dance sequence in his 1988 parody of Michael Jackson's Bad ("Because I'm fat …"). As for the prop, it's a black blindfold that the master wears in his Pin-the-tail-on-the-donkey-like search for a milkshake in the desert. The tagline remains, "Hunger wisely."

As with last year's spots, these were directed by Harold Einstein.

CREDITS

Client: Steak ‘n Shake

Spots: "Kung Fu Elbow," "Blindfold"

Agency: Carmichael Lynch, Minneapolis

Chief Creative Officer: Dave Damman

Executive Creative Director: Marty Senn

Art Director: Matt Pruett

Art Director (Food): Teela Shandess

Writer: Nick Nelson

Director of Production: Joe Grundhoefer

Executive Content Producer: Freddie Richards

Senior Content Producer: Jon Mielke

Producer (Food): Jenny Barnes

Business Manager: Vicki Oachs

Account Service Team: Stacy Janicki, Sarah Brehm

Senior Project Manager: Lisa Brody

Postproduction Company: Dummy Films

Director: Harold Einstein

Executive Producer: Eric Liney

Director of Photography: Ramsey Nickell

Editing House: Arcade Edit

Executive Producer: Sila Soyer

Editor: Dave Anderson

Assistant Editor: Mark Popham

Online Artist: Tristian Wake

Telecine: CO3

Colorist: Tim Masick

Sound Design: Butter; Heard City

Audio Post: Heard City

Mixer: Keith Reynaud

On-Camera Talent: Mark Montgomery (Master), Alex Miles (Apprentice)

Voiceover Talent: Tom Hair