Via Grey NYC, Dairy Queen has rolled out a new national TV campaign this month that depicts everyday people in real life situations, but with a “riDQulous” twist. The effort builds on the momentum of last year’s “So Good It’s RiDQulous” branding and viewers are currently seeing the first of five new live action spots. The campaign runs through September
The initial creative opens with a businessman who clones himself so that while he’s enjoying the Chicken Strip Basket at a DQ, his clone can continue working at the office. But he discovers that his clone also has cloned himself a few more times and all of them have arrived at DQ for lunch too. A humorous dialogue ensues.
The spot that airs in May promoting the new Confetti Cake Blizzard Treat opens with the camera panning across a little league baseball team sitting in a booth at a DQ. They are enthusiastically celebrating their championship win, passing around the trophy and enjoying Confetti Cake Blizzard Treats. The camera then pans to the next booth where a team of grizzly bears is also enjoying Confetti Cake Blizzard Treats. In a humorous twist, instead of raising a trophy in their victory celebration, the bears are hoisting a park ranger.
In another spot that airs in June for the new Sweet Apple BBQ GrillBurger (available in June), a couple who found each other through an online dating service meets for the first time at a DQ. He is not at all what she expected from his profile and she shares her inner thoughts in a comical musical parody with the audience, but not with him.