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