ESPN CreativeWorks Amplifies Arby's Campaign with Scott Van Pelt

Arbyamp8217s President and CMO Rob Lynch whoamp160joined the company three years agoamp160said the company has transitioned fromamp160aamp160localamp160to a national media player withamp160a significant commitment to sportsamp160 quotESPN is our largest media partnerquotamp160he noted quotIt39s beenamp160aamp160veryamp160productiveamp160relationship with traditionalamp160media buyingamp160 on TVamp160asamp160well asamp160someamp160digitalamp160whichamp160theyamp160are reallyamp160tryingamp160to get us to become a bigger part ofquotLynch saidamp160ESPN CreativeWorksamp160quotbroughtquot theamp160Van Pelt concepts toamp160Arby39s He notedamp160thatamp160Fallon has generated creative that has been a bit quirky and funny and these executionsamp160are in tone and tuneamp160amp160quotI told our internal team and agencyamp160thatamp160ESPN CreativeWorks knows whatamp160they39reamp160doingamp160in terms ofamp160leveragingamp160their talent andamp160thatamp160theiramp160workamp160resonatesquot he saidamp160quotIamp8217m a big fan ofamp160theirsamp160and Iamp160said let themamp160driveamp160the bus and they did amp160They cameamp160backamp160with ideasamp160and weamp160made sure they workedamp160with our brandquotCarrie Brzezinski Vice President Marketing Solutions ESPN CreativeWorksamp160said Arby39s had been purchasing time notablyamp160within Van Pelt39s midnightamp160SportsCenteramp160show Concepts became tied together from there including adding the Arby39s hat to Van Pelt39samp160baldheadphone logo seen at the top of the show as well asamp160SportsCenter39samp160famed quotdaamp160daamp160daquot aural signatureamp160and theamp160adaptedamp160tag line quotScott has the meatsquotLynchamp160notedamp160thatamp160the two spotsamp160were shotamp160together amp160All told the project took about six months from conceptamp160to air having hit ESPN properties about a month agoamp160 quotThe whole process came together pretty quicklyamp8221 he saidamp160 amp8220It was easy to work with CreativeWorksamp160 It was a collaborative effort and not a battle over creative or anything like thatquotIn Suit Van Pelt is preparing toamp160go on the air with a garmentamp160festooned with anamp160arrayamp160ofamp160Arby39s logos quotIt39s more subtle than I was thinkingquot he deadpans alluding to the jacket amp160quotWe39re not donequot an assistant saysamp8221 beforeamp160providingamp160the final touchesamp160 An Arby39samp160name tag and a potatoamp160cakeamp160lifted up from his breast pocketamp160handkerchiefstyleamp160as the anchoramp160identifiesamp160the product As amp160Van Pelt leaves the dressing room the back of his jacket illuminates with a large rhinestoneamp160Arby39s hat housing the wordsamp160quotArby39s Roast Beef Sandwich is DeliciousquotquotWithamp160theamp160potato cakeamp160thing I laughed a lotquot said Lynchamp160amp160amp8220Iamp8217ve said thisamp160before Ouramp160stuff is so stupid itamp8217s awesomequotThe other spot ESPN Basketball with Garbage features Van Pelt explaining thatamp160among the perks of theamp160Arby39samp160sponsorshipamp160are a host of things lying around that can be helpful during downtimeamp160amp160Toutingamp160quotArby39s ballquotamp160heamp160explains theamp160point values of the quotbrandamp160new sportquotamp160in which rolled up pieces of paper are launched toward the company39s cupsamp160serving as basketball hoops After aamp160numberamp160of failed attempts withamp160emptyamp160bags and side containers in the background Van Pelt concedes while sipping a drink quotWe39re really just playingamp160basketballamp160with garbagequotThe commercials are in rotationamp160across ESPN linear properties The restaurantamp160receives added exposure onamp160the Van Peltversion ofamp160SportsCenter which isamp160quotbrought to you by Arby39squotamp160amp160The spotsamp160also appearamp160in preroll positions on video clips on ESPN39s digital holdingsquotYouamp160know youamp8217re doing something right when everybody you know isamp160textingamp160or calling saying theyamp160loveamp160theamp160Van Peltamp160spotsquot Lynch enthusedamp160 Althoughamp160he saidamp160the partiesamp160quothaveamp160not specifically talkedamp160aboutamp160whatamp8217samp160next you39reamp160always thinkingamp160about more when you39re happy with the workquotClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggersamp160

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ESPN CreativeWorks Amplifies Arby's Campaign with Scott Van Pelt

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ESPN CreativeWorks Amplifies Arby's Campaign with Scott Van Pelt

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