In recent years, the reality has seemed like a parody. But it looks like this could (hopefully) end soon. And you might be forgiven for seeing a fake 15-second ad selling an Arby’s fried turkey pillow while watching Saturday Night Live. But promoting the brand’s limited-time deep fried turkey sandwich and wrap menu is a real thing.
The ad (along with its 60-second companion) is a classic “As Seen on TV” infomercial tariff with cheeseball graphics and voice-over. But where does this become “Is this a real thing?” Territory is the smart placement in the second half of the show when some of the stranger sketches and faux ads show up. It fits in beautifully and may be hard to tell whether or not it came from the SNL writer’s room.
This strange (and again real) limited edition headgear is available for $ 59.95 on a special website. Chances are this thing will sell out quickly. With that in mind, the brand offers the chance to win the ostrich pillow-inspired headdress before Thanksgiving, a time when naps are de rigeur after turkey-eating.
“Everyone knows after an epic turkey meal is an epic turkey nap,” said Joanne Torres, creative director at Fallon, the agency behind the stunt. “It only made sense to help Arby’s customers whenever and wherever they take an amazing nap after Turkey.”
“Our fried turkey rolls are one of our guests’ favorites, and we wanted to approach this limited-time offer differently,” added Arby’s CMO Patrick Schwing. “Leave the deep-frying to us – the meat experts – this holiday season. And when you’ve enjoyed one of our deep-fried turkey sandwiches or the wrap, you can rest with the deep-fried turkey pillow hat. It’s the complete vacation experience. “
If you don’t grab the pillow, you can try it on with the online filter app or on Snapchat and Instagram. After SNL, the ad will appear on other shows, including Bob’s Burgers.
This isn’t the first foray into headgear for Arby’s. During the 2014 Grammys, the internet (and other companies) went crazy when the brand hired Pharrell Williams and asked for his hat when the music star took the stage wearing a lid resembling the QSR giant’s iconic logo.
It remains to be seen how the country, equally frayed and energized in the elections, will react. But maybe a bit of weirdness – and a long nap – is exactly what everyone needs.
Executive Creative Director: Rick Utzinger
Creative Director: Joanne Torres
Creative Director: Joe Johnson
Main author: Mike Behrends
Art Director: Chris Berry
Group Planning Director: Adam Chorney
Integrated Production Manager: Pat Sidoti
Executive Producer: Erin Kirby
Director of Business Affairs: Brendan Lawrence
Managing Director: Mona Morris
Group Account Director: Chris Campbell
Account Supervisor: Sam Tuttle
Traffic Manager: Heather Lundgren
Director for Digital & Social: Greg Swan
Head of Social Strategy: Mara Keller
Social Strategist: Nick Massahos
Lead developer: Kla Haeck
Social Media Agency: Moxie
PR agency: Edelman
Director and Editor: Collin Goodspeed
Executive Producer: Erin Simle, Charm School
DP: Steve Speers
Line producer: Kristin Langerud
Colorist: Sal Malfitano
Color assistant: Tom Tomlinson
Producer: Serena Bove, Nice Shoes
Visual effects online: Pete Olson
VFX Executive Producer: Amanda Tibbits, Volt
Mix Engineer: Dan Jensen
Mix Executive Producer: Annie Sparrows, SisterBoss
Music: Christopher Wray, In House Music + Sound