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BooneOakley Pits Master Vs. Master for Bojangles

Charlotte full-service independent agency BooneOakley created a new campaign for Bojangles’ Restaurants, the first spot of which stars recent Master’s champion Bubba Watson.

The spot, created to promote Bojangles’ breakfast offerings, is meant to give a “a public face to Bojangles’ internal biscuit-quality efforts.” Apparently, every Bojangles location has an official “Biscuit Maker,” who has undergone at least 40 hours of training for the position, on staff. (For some reason, they don’t mention this in the ad.) The 30-second broadcast spot pits one of these biscuit makers against Bubba Watson in a celebrity competition parody (wakka wakka). Watson kneads his dough with his driver before launching the biscuits toward the oven. At the end of the ad, Watson tees off on a completed biscuit, causing it to explode  — according to BooneOakley’s PR team, this was done at Watson’s insistence.

The second spot in the campaign will run in late spring/early summer and feature sportsfisherman Guy Eaker of the Bass Master series (you can’t wait, right?), with future celebrity spots in the campaign undetermined. Brief credits after the jump.

Credits:

Agency: BooneOakley

Creative Director: David Oakley

Production Company: Station Films, Los Angeles

Director: Scott Corbett

 

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