Chili's: our meals are tastier than cardboard
Commercial directors know how difficult it can be to make food look appealing in ads. That's no problemo in Hill, Holliday's latest campaign for Chili's, which features some intentionally unappetizing visuals for the fictitious rival P.J. Bland's chain. Actually, the entrees are pretty tasty—to the eye, at least—with expertly sculpted cardboard substituting for meat and veggies. The baked potato with butter is especially fine. It's also refreshing to see Chili's stressing taste over low prices, because the whole the "value-sell" approach by advertisers has started to get out of hand. Though if P.J.'s prices are decent, I'd be tempted to give that T-bone a try. It doesn't look any worse than the lunches I make for myself. I thought steak was supposed to be grayish brown (with flecks of green)! |
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April 14, 2009 in Chili's, Food and drink, Gianatasio, Hill Holliday, Restaurants | Permalink |
Comments
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it's hard to advertise for a company that sells outrageously flavorful (read: obesity-inducing) foods.
Posted by: devon | Apr 14, 2009 9:38:17 AM
That is funny. Nice job, HH.
Posted by: NotherA-hole | Apr 14, 2009 9:39:03 AM
MMM, delicious cardboard... I think my food probably looks like that too sadly.
Posted by: Stuart Foster | Apr 14, 2009 10:23:56 AM
This campaign is pioneering the integration of very smart and comprehensive social media (from @PJBlands on Twitter to Flickr to YouTube and much more) with a traditional ad campaign (the spot above).
For a much more detailed account take a look at http://thenewadvertising.blogspot.com/2009/04/pj-blands-social-media-campaign-attacks.html
By the way...I have no involvement in the campaign other than being an enthusiast.
Scott Lackey
Strategic Director
Jugular Advertising
NY, NY
Posted by: Scott Lackey | Apr 14, 2009 10:37:19 AM
Points for the social networking pieces. But can;t get past the fact that the actual creative is pretty boring.
Posted by: oat soda | Apr 14, 2009 3:08:36 PM
