An animated video from O’Charley’s restaurants that celebrates the soft rolls that are customer favorites is featured in the chain’s new advertising campaign, which broke on TV Jan. 21 and online Jan. 28.
The animated video began as a book created by The Buntin Group/Nashville and was transformed into a video that plays at www.therolls.com. Studio 11 Productions/Nashville produced the video.
The TV campaign features three :30s that focus on the rolls, including one in which a woman’s dress gets tangled in an escalator before a basket of rolls appears to save the day. “The rolls come in from off camera and change the situation from bad to good or good to great,” said Matt Horton, executive creative director at The Buntin Group.
The TV campaign is extended with the website that features a game that challenges visitors to slice a roll, and the animated fable. “We wrote a storybook first that features the roll that tries harder than any other roll,” he said. “We took it to the web and put the book online.”
The two-minute-and-thirty-second animation includes text from the book and images of the smiling roll, which appears on a baking sheet before bouncing around the screen amidst images of O’Charley’s servers and a happy family.
The video never mentions O’Charley’s, which Horton said was done to “keep it intriguing. It sucks in viewers more. It’s all about the user experience. The minute you hold up your banner, you lose people.” He said the O’Charley’s name is featured on other areas of the site.
Miki Lekic, who owns Studio 11 Productions, said the animated video was created in Flash, based on illustrations by Devan Todd, the designer at The Buntin Group.
The video will also run at YouTube. The TV spots feature the web address to drive viewers to the animated video.
O’Charley’s is a chain of 237 restaurants in the Southeast and Midwest.
Apple and Google Face UK Investigation Into Mobile Browser Dominance
Apple and Google aren't giving consumers a genuine choice of mobile web browsers, a British watchdog said Friday in a report that recommends they face an investigation under new U.K. digital rules taking effect next year.
The Competition and Markets Authority took aim at Apple, saying the iPhone maker's tactics hold back innovation by stopping rivals from giving users new features like faster webpage loading. Apple does this by restricting progressive web apps, which don't need to be downloaded from an app store and aren't subject to app store commissions, the report said.
"This technology is not able to fully take off on iOS devices," the watchdog said in a provisional report on its investigation into mobile browsers that it opened after an initial study concluded that Apple and Google effectively have a chokehold on "mobile ecosystems."
The CMA's report also found that Apple and Google manipulate the choices given to mobile phone users to make their own browsers "the clearest or easiest option."
And it said that the a revenue-sharing deal between the two U.S. Big Tech companies "significantly reduces their financial incentives" to compete in mobile browsers on Apple's iOS operating system for iPhones.
Both companies said they will "engage constructively" with the CMA.
Apple said it disagreed with the findings and said it was concerned that the recommendations would undermine user privacy and security.
Google said the openness of its Android mobile operating system "has helped to expand choice, reduce prices and democratize access to smartphones and apps" and that it's "committed to open platforms that empower consumers."
It's the latest move by regulators on both sides of the Atlantic to crack down on the... Read More