A tongue-in-cheek example of the ad biz poking fun at itself, this spot at the same time serves a distinct purpose for Wahoo’s Fish Tacos, as part of a campaign humorously introducing the California fast food chain to the Colorado market.
The focus of this spot is a paper cup proudly emblazoned with the Pepsi logo. It’s like any cup you’d see at a fast-food restaurant, except an overly excited voiceover is heralding it as being "a collector’s cup" representing some of Hollywood’s most famous yet "gratuitous product placement" endeavors. It’s the same cup as seen in such movies as Teenage Mutant Ninja Turtles, Flashdance and Ferris Bueller’s Day Off.
The cup, continues the voiceover, is absolutely free with the purchase of a Pepsi at participating Wahoo’s—talk about a bargain. A Wahoo’s worker hands a cold Pepsi—in a "collector’s cup"—to a boy, who’s in the restaurant with his buddy. The two young customers are gaga over the cups. They speak slowly and unnaturally, almost as if they are straining to read cue cards.
"Flashdance product placement collector cups are cool," deadpans one lad, holding a plain Pepsi paper cup.
"Very cool," agrees his friend.
The two boys then high-five each other in celebration. A parting shot shows us a row of three identical Pepsi paper cups, next to a Wahoo’s bag presumably containing fish tacos. A voiceover implores us to get to our nearest Wahoo’s and to "collect all three cups." The underlying message is that Wahoo’s is bringing some great tasting food—as well as a slice of California life, in this case, Hollywood—to Colorado.
This product placement concept came from TDA Advertising & Design, Boulder, Colo., the same agency that exhibited a self-deprecating style of industry humor in "Hooker," proclaiming itself as a shop that would never bill clients for sexual prostitutes used by its advertising executives. How’s that for business integrity? "Hooker" also made SHOOT’s "The Best Work You May Never See" gallery (9/8/00, p. 15) and went on to gain recognition last year at The One Show, the British Design and Art Direction competition, and was short-listed at the ’01 Cannes International Advertising Festival.
The TDA creative team behind the new Wahoo’s campaign, which includes "Product Placement Cup," consists of creative director/copywriter Jonathan Schoenberg, art director Thomas Dooley and producer Patrick Sullivan.
The package of three Wahoo’s spots was directed by Sean Leman of Amp, Denver. Producer was Jamie Towns, with Tony McNamara serving as DP.
Editor was Donald Corsiglia of Crosspoint, Lakewood, Colo. Scott Gardiner, also of Crosspoint, was the colorist. Sound designer/audio mixer was Chuck Biddlecom of Post Modern Company, Lakewood.
