Per Partners + Napier, Smashburger’s Pickles Will Not Be Ignored!


To signal the arrival of Smashburger’s new Scorchin’ Hot Crispy Chicken Sandwich, creative & media AOR Partners + Napier created “Pickles,” a video developed specifically for social feed placement where spots are typically viewed with the sound off.

Rather than just accepting that reality, the team leaned into it by making the captions startling enough to grab a viewer’s attention and bring an unexpected “voice” to the chicken wars. The spot was made in-house by the agency’s own Gammut Productions.

Smashburger’s Scorchin’ Hot Crispy Chicken Sandwich, inspired by Nashville Hot Chicken, is available for a limited time at nearly 200 locations in the U.S. and Canada: Scorchin’ Hot Crispy Chicken – Available 4/19! | Smashburger



Watch the spot here


Partners + Napier Agency Credits:

Rob Kottkamp: Chief Creative Officer

Scott Allen: Creative Director/Writer

Rob Warchol: Senior Art Director

Matt Spaull: Director/Editor

Park Bement: Cinematographer

Lisa Smith: Producer

Melissa Smith: Director, Creative Operations

Lisa Fetkenhour: Account Director

Julia Benson: Senior Account Executive

Ken Walker: Associate Director, Strategy