merit
A TV spot that reestabishes Hooters' place in history as the original sports bar.
We were tasked with creating a spot that promoted Hooters as a place to watch fall football. We took the assignment further, using it as an opportunity to remind consumers that, when they opened their doors in 1983, Hooters invented the sports bar. The challenge was separating Hooters from today's competitive pack of bland, basic sports bars (the buffalo plaid hat is a subtle nod to a competitor), which we did not just by showcasing their world-famous wings, ice-cold beer and party-like atmosphere, but respectfully highlighting the Hooters Girls that consumers know and love. And we did it conceptually; unusual for this category.
We solved the brief by engaging in a level of conceptual storytelling that had never been done for the brand (and that is widely absent in the sports bar landscape as a whole). We took consumers on a journey, reminding them what the world was like before Hooters, and then showing them how Hooters changed the sports bar experience like no one else had, or has since.
While the work just launched in September 2024 to align with the beginning of football season, it is already garnering heavy praise from the Hooters board, executive team, founders, partners and fans. In fact, the founder of Hooters said this was “the best spot Hooters has ever done.”
Hooters is an iconic American restaurant known for wings, beer and a staff comprised of beautiful girl-next-door Hooters Girls.
N/A, in fact all effects were done practically, on a sound stage with a set built to transform into the "portal" between locations.
