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Applebee’s, CP+B Bring Back the Lunch Decoy

CP+B originally ran with the idea of a blow-up doll lunch decoy last year, suggesting that people could secure more time at Applebee’s by tricking their bosses. In 2013, the same old bag of tricks comes in the form of a longer ad – 102 seconds – showing various worker bees running out of the office to indulge in some Applebee’s. I’ve never been a fan of the fine dining cuisine at such establishments, but I’m told customers can enjoy hundreds of lunch combos starting at $6.99. If you can get a restaurant combo for that cheap, you may want to think twice.

The spot itself isn’t digging much into new ground. There is one interesting bit, when a black construction worker uses a white lunch decoy. I’m not sure what that is trying to say, if anything at all, but the man’s boss must not pay very good attention to his staff if the lunch decoy can be effective while using a different skin color than the man who is jolting to Applebee’s (Ed. update: CP+B clarifies that it did use the likeness that most resembles of its construction worker as part of the campaign. Go here). Maybe the man’s boss is using his own lunch decoy, at which point the men would run into each other at an Applebee’s and ruin the trick for everyone. Credits after the jump.

 

WORLDWIDE CHIEF CREATIVE OFFICER: Rob Reilly
CREATIVE DIRECTORS: Scott Macgregor & Tom Miller
ASSOCIATE CREATIVE DIRECTORS: Peter Knierim & Matt Swanson
SR. ART DIRECTOR: Pedro Saldarriaga
COPYWRITER: James Beikmohamadi
SR. DIGITAL ARTIST: Charlyn Erickson
PRINT PRODUCER: Tyler Christenson
EXECUTIVE INTEGRATED PRODUCER, VIDEO: Lisa Effress
INTEGRATED PRODUCER, VIDEO: Yogiraj Graham
JR. INTEGRATED PRODUCER, VIDEO: Caitlin Sullivan
PRODUCTION COMPANY & CITY: Smuggler, Hollywood, CA
DIRECTOR: Renny Maslow
PARTNERS/EXECUTIVE PRODUCERS (PRODUCTION CO): Patrick Milling Smith & Brian Carmody
EXECUTIVE PRODUCER/COO (PRODUCTION CO): Lisa Rich
EXECUTIVE PRODUCER (PRODUCTION CO): Laura Thoel
HEAD OF PRODUCTION (PRODUCTION CO): Andrew Colon
PRODUCER (PRODUCTION CO): Rhonda Vernet
EDITORIAL COMPANY & CITY: Plus Productions, Santa Monica, CA
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EDITOR (LD): Wayde Samuel
EDITOR (TV): John Grinberg
ASSISTANT EDITOR(S): Jeff Wilson & Glen Montgomery
MIX HOUSE: Plus Productions, Miami
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ANIMATOR: Jeff Wilson
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EXECUTIVE PRODUCER: Robert Owens
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TELECINE & CITY: Company 3, Santa Monica, CA
COLORIST: Stefan Sonnenfeld
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