In its largest-ever campaign, and first-ever on national TV, pizza chain Mellow Mushroom, Atlanta, will introduce itself to a largely untapped, football-viewing audience. Titled “Clinically Proven,” and breaking September 3, the campaign includes four TV spots (two: 30s and two different: 15s) and four online shorts (:06s and: 15s). It is advertising agency BooneOakley, Charlotte’s, first work for the new client.
The campaign was initiated by media research (Scarborough) which found a large portion of ACC Network (college football) viewers who were both within Mellow Mushroom’s footprint, and unfamiliar with the brand. The TV runs exclusively on ACC, during every Saturday afternoon game of the 2016 season. Mellow Mushroom will be the season’s exclusive Official Presenting Sponsor. In October, supplemental online will break, via Crossmedia, Philadelphia, on YouTube (unskippable preroll), Twitter (weekend and ACC-related exclusively), Facebook and Instagram.
The advertising brief was to convey Mellow Mushroom’s “laid back” attitude. (On its website the company says it was “born out of the free-wheelin’ hippy culture of the 1970s”). The current campaign, like so many seen on sports programming, reflects the drug culture of the 2010s.
The signature: 30, titled “Cravings,” asks, “Do you suffer from irritability, boredom, and chronic cravings?” And as a scrolling disclaimer admits, “We didn’t conduct any studies to back up these claims. Not even one,” the VO promises that Mellow Mushroom’s pizzas “are clinically proven to improve your mood and leave you with a full belly.” Of course, there are side effect warnings and the standard closing proviso: “Ask your doctor about Mellow Mushroom.” A lab-coated blonde smiles seductively and seats herself next to the pizza-cured patient. VO: “She may want to come with you.”
A second: 30, titled “ED,” focuses on a flirty, middle-aged couple. The VO begins, “You never know when the moment will strike.” Mellow Mushroom promises “a more satisfying eating experience,” and is “safe for daily use.” Although, “if you find yourself sitting in a Mellow Mushroom for more than four hours, you may want to go home and come back another day.” Elsewhere in the campaign, we get such medical-ish small type jibberish as “Pizza not to scale.” “Parmesan cheese is so delicious.” [For symptoms such as...] “discomfort... tiny hands... snaggletooth... unibrow,” “See our ad in Pizza Health and Fitness magazine,” and “Mellow Mushroom is not responsible for fresh ingredients getting stuck in your teeth.”
Creative Credits:
Ad Agency: BooneOakley, Charlotte
CD: David Oakley
AD: Eric Roch von Rochsburg
CW: Mary Gross
Agency Prod.: Laura George
Production Company: Boulevard Films, Charlotte
Director: Glen Owen
DP: Jordan McMonagle
Exec Producer: Billy Patete
Producer: Angela Street
Post/Color Correct: Wondersmith, Charlotte
Editor: Chris Walldorf
Producer: Joe Murray
Telecine Artist: Clark Bierbaum
Sound: Groundcrew Studios, Charlotte
Engineers: Ross Wissbaum , John Causby