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Fallon, Arby’s Confirm Suspicions: ‘We HAVE the Meats’

Today brings the debut of the first national campaign created by Fallon Worldwide for Arby’s since the roast-beef chain named its new AOR back in January.

The release frames the campaign as “a new meat-forward experience” created to support the company’s “overpowering” (read: assertive) new tagline “We Have the Meats” and promote a limited-time offer that somehow promises to fill the mouths of discerning diners with more flesh than they could ever imagine.

The first spot reminds viewers of meat as a symbol of their evolutionary victory over every other life form and warns us not to “fear not the meats” (though we were slightly intimidated). Here’s the :60 spot, titled “This Is Meatcraft”:

More spots after the jump.

Now, about those beefy sandwiches: note that Arby’s refuses to place any arbitrary limits on its own meatiness.

The campaign is digital as well, of course: the client’s homepage has a fresh face and the brand is encouraging fans to “join the [meaty] conversation” by using the hashtag #meatcraft wherever they happen to be.

While this is Fallon’s first official Arby’s campaign, the agency won a bit of attention with a unique stunt back in May, earning a spot in that Guinness Book by running a 13 hour “commercial” that consisted of live-streaming footage of a brisket getting smoked.

 

Fallon:

Jeff Kling -Chief Creative Officer

Matt Heath -Creative Director

Taylor Snyder -Art Director

Charlie Wolff -Copywriter

Chris Martin -Copywriter

Chris Howe -Art Director

Ted Knutson -Senior Producer

Alina Perez-Campos -Associate Producer

Rocky Novak -Managing Director

Chris Campbell -Account Director

Kacie Helgeson -Account Supervisor

 

Production Company:

Furlined

Stuart Parr – Director

David Thorne -Senior Executive Producer

Sheila Eisenstein -Head Of Production

Josh Porter – Line Producer

Max Goldman -Director of Photography (Skouras Agency)

Kevin Moore – First AD

Vanessa Dubiel -Key Food Stylist –

Shot at Silvercup Studios, NY, NY

 

Editorial

Content Studio 2

Jesse Thompson – Editor

Chris Jopp – Editor

Pat Sidoti – Director of Film

 

Post Production

Telecine – Nice Shoes.  Oscar Oboza

Conform – Volt Studios.  Steve Medin / Sarah Thomas

Executive Producer – Charlie Lach

Final Mix – BWN.  Mixer – Carl White

Annie Sparrows  – Executive Produer

 

Music

“Burial” performed by Yogi feat. Pusha T

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