TVNewser AgencySpy TVSpy LostRemote FishbowlNY FishbowlDC SocialTimes AllFacebook 10,000 Words GalleyCat UnBeige MediaJobsDaily

Arby’s Re-Branding Misses the Mark

Arby’s, a chain best known for focusing on roast beef instead of chicken or chuck and offering some decent curly fries, has decided to go big and mean after being bought out by Roark Capital Group in 2011.

The sandwich-maker just unveiled a new logo created by Crispin, Porter + Bogusky, Adrienne Weiss Corporation and Alcone Marketing. We have to agree with the folks at Brand New: the new look is both shinier and more generic than before, and its font makes Arby’s look like a software company. We liked the Western-style serif on the old logo, but maybe that’s just us.

The company also directed CPB to remake its advertising presence. The resulting spot was aggressive, knocking competitor Subway for slicing its meat out in middle-of-nowhere Iowa instead of right behind the counter as Arby’s apparently does (Iowans didn’t much care for this ad, by the way, and Arby’s had to pull it off the air). Will this line work? We’re skeptical.

The most surprising element of this advertising fail is the fact that the spots were directed by former Seinfeld scribe Larry Charles. Come on, guys: We’ve got the best possible Arby’s commercial for you right here.

It would be worth the royalties. Trust us.

Mediabistro Course

Presentation Writing: Design and Delivery

Presentation Writing: Design and DeliveryLearn how to use storytelling techniques and visual content to create and deliver successful pitches and presentations! Starting August 6, Amanda Pacitti, the manager of learning at Time Inc., will teach you the best practices for presentations, from using software like Prezi and Powerpoint, to writing your script, and using images, audio, and video to drive your points. Register now!