Why is Fresh better than frozen? Because frozen is for “later”

Competitive advertising is a dish best served frozen

Using frozen beef might be common practice for other big fast food chains, but for everyday people, the freezer is where some things go to stay. Indefinitely. We played off that human insight with the freezer dig sweepstakes. We got people to send in pictures of the oldest thing in their freezer to drive our point home, and had some fun proving frozen is for later with some hidden camerawork.

This TV spot kicked things off and led to our digital extension. I just love the detail and art direction that went into each and every cutaway. Especially the Stranger Things riff on the music inside the freezer-of-the-unknown.

The closest I’ll ever come to shooting John Carpenter’s The Thing, this was the digital extension that drummed up submissions and introduced our intrepid freezer explorers to the world before they showed up in the world.

Lawyers still won’t let me tell you which big burger chain we took our hidden camera shenanigans to, but I can tell you it rhymes with Schmickshmonald’s.

By now you get it, and I don’t need to post this, but it holds sentimental value to me because this is the set where I met my wife. She wasn’t my wife at the time. She is now.