Denny’s first ever Super Bowl ad, developed and produced by Goodby, Silverstein & Partners San Francisco, takes a humorous shot at its competitors’ “candy breakfasts.” The :30 spot named “Thugs” is scheduled to air during the third quarter. The spot is part of the next evolution of Denny’s “Real Breakfast” campaign which touts their famous Grand Slam through scenarios in which “Cowboys” and “Thugs” are served pancake breakfasts drowning in sugary whipped cream, jelly beans and other assorted candy.
The underlying communications objective of the campaign is to rekindle awareness of, and passion for, the great real breakfast available at Denny’s. The essence of the strategy is to inject humor by making fun of the ridiculously sweet, candy-like pancakes featured at many restaurants that promote their breakfast menu. The spots ask the question "isn’t it time for a serious breakfast?" and remind viewers of the high quality, heartiness, and good value of the famous Grand Slam breakfast offered at Denny’s.
In addition to airing on the Super Bowl, the TV spots – with v/o’s provided by Burt Reynolds – will air widely on national network and cable. The campaign will extend into print, radio, outdoor billboards, Internet, and in-store merchandising.
The version of the spot that will air on the Super Bowl will include a surprise ending that will contain a special message that is sure to “surprise and delight millions of Americans.”