I love the production –it's first class – but wonder if it will really get anybody to Denny's. I've never been to a Denny's, but my impression is that they are the most likely candidate to make pancake smiley faces. My guess is that the guys at Goodby have never been to a Denny's either or if they did they hated it. Serious breakfast is a great line and strategy, but too generic for a fast food retailer. Goodby treats Denny's as if they were the American Dairy Association selling a generic product like Milk. I guarantee you that in 3 weeks Goodby will be back to doing price point spots or worse, Denny's is searching for a new agency.
Let's hope they got the air time for free because if they didn't the GE shareholders should demand a refund - this spot is awful.
Looks like they took the strategy rip and turned it into the spot. Except that they spent bucket loads of money on it, it's a very lazy execution. Seems more like a pandering Boomer generation insurance commercial than a snapshot of the current times. I actually kept waiting for Dennis Hopper to pitch Ameriprise at the end. What generation are they trying to appeal to? Even Wii.i.am is getting long in the tooth. The folks at Pepsi and Chiat seem to be solidly stuck in the 1980's mind set of advertising. They've thrown in every cliched advertising technique of the last 20 years. And, haven't they done the famous people clips to death? Did they have some secured rights from the Apple 'Think Different' campaign they didn't use? And my God, the lighter to cell phone bit? Give me a freakin' break. Let's pray that this campaign isn't the canary in the coal mine of the ad industry. If it is, god help us all.
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