Life in the drive-through, fast-food lane has you either waiting too long in your car or zipping right through—or somewhere in-between those two extremes. However, in this case, another option surfaces: Driving in reverse.
This :30 opens on a spokesman surrounded by memorabilia from Canada’s A&W restaurants circa the 1950s—an old-time cash register, posters and a larger-than-life cutout of the Chubby Chicken character, which was used to promote the fast food entrée of the same name. The spokesman relates: "When we decided to bring back the classic taste of Chubby Chicken, we thought this time why not try a lot of different varieties?"
We then cut to a perplexed family—a mom, dad and their daughter—in a car as they peruse the A&W drive-through menu. "Does anyone want a mango Chubby chutney on a stick?" asks the father.
"No," answers the daughter.
"A chubby pocket popper?" says the dad.
"Is that chicken?" responds the puzzled wife.
"Maybe there’s something back there," suggests the daughter.
Acting upon that suggestion, the dad puts the car in reverse and we see through the driver’s side window that the A&W menu covers a seemingly endless board. Finally, the daughter urges him to stop as she spots a Chubby Chicken item that’s appealing.
The commercial returns to the spokesman who now realizes that Chubby Chicken’s many varieties have reached the point of nonsensical overkill. He sheepishly concludes: "Maybe we’ll just stick to burgers, pieces and strips." A cheerful voiceover then proclaims, "Chubby Chicken’s back at A&W."
"Varieties" is part of a four-spot campaign directed by Wayne Craig of Vancouver, B.C.-based production house Sezwho for Rethink Advertising, Vancouver.
The Rethink ensemble consisted of creative director Chris Staples, art director Joe Piccolo, writer Andy Linardatos and producer Lynn Bonham.
Craig’s support team included executive producers Greg Bosworth and Michael Terry, and producer Ted Herman. The DP was James Gardner.
Don Macdonell of JMB Post, Vancouver, served as both offline and online editor. Randy Egan and Gary Shaw of Command Post Toybox West, Vancouver, were effects/Inferno artist and colorist, respectively. Audio mixer was Craig Zarazun of Wave, Vancouver. Music composer/sound designer was Wave’s Bob Smart.
