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Droga5's Pancake Plane Spot for IHOP is Stacked with Amusing Dialogue

Creative 503 Add to collection

Quirky campaign directed by MJZ’s Tom Kuntz

Droga5's Pancake Plane Spot for IHOP is Stacked with Amusing Dialogue

For six decades, IHOP Restaurants has believed in one, simple truth – life is just better with hot, fluffy Buttermilk pancakes.

To kick off its year-long milestone celebration, the brand is rewarding its loyal guests by bringing back its most requested promotion: endless stacks of its world-famous buttermilk pancakes – for just $3.99.

Available from January 2-February 11 at IHOP restaurants nationwide*, guests can enjoy a full stack of five Buttermilk pancakes – or a short stack of two pancakes with a combo plate of eggs, crispy hash browns and choice of sausage, ham or bacon – followed by unlimited additional short stacks of two Buttermilk pancakes until they’ve had their fill. Offer is per guest, dine in only at participating restaurants.  

“There’s no better way to celebrate the start of our 60th year in business than by offering our guests stacks and stacks of our world-famous Buttermilk pancakes at a great price,” said Brad Haley, Chief Marketing Officer at IHOP. “Golden, fresh-off-the-griddle Original pancakes are the main reason why the International House of Pancakes has stood the test of time and grown to become one of America’s largest Family Dining restaurant chains. So, as a big thank you to all of our guests, we’re offering as many of our signature menu item as you can eat for just $3.99. It’s kind of a birthday present for everyone to kick-off 2018!” 

Debuting today, the brand also unveiled a new advertising campaign that seeks to capture the magic of IHOP in one phrase: ‘Pancakes, Pancakes, Pancakes’. Developed by IHOP Restaurants’ newly appointed creative agency of record, Droga5, the campaign is quirky with an irreverent and humorous tone that reflects the same fun, playful approach the brand takes with its food and atmosphere.  

"IHOP is a brand that’s always got pancakes on the brain, and believes that everything would be better if it were all just about pancakes,” says Scott Bell, Executive Creative Director at Droga5. “Knowing this was the mindset, our priority going into this new integrated campaign was to capture this simple truth with three words: Pancakes, Pancakes, Pancakes.”  

The campaign premieres with a new 30-second TV spot called “Pilots” to promote All You Can Eat Pancakes for $3.99, with additional 15-second spots planned throughout the limited time offer period. 

The spot, shot by director Tom Kuntz, opens on an airline pilot and his co-pilot going through the motions of their preflight safety check. Then, in an amusing twist, rather than hearing the expected technical airplane jargon, the pilots talk “pancakes,” as it becomes clear that they’re re-routing the plane and all their passengers to the nearest IHOP restaurant for All You Can Eat Pancakes.  

The “Pancakes, Pancakes, Pancakes” narrative will be amplified across a fully-integrated digital and social campaign featuring engaging and interactive content on Instagram, Facebook and Twitter throughout the promotional window. 

“The love people have for the IHOP brand -- and especially for our pancakes -- was the natural launching pad for our new advertising campaign and the basis for its rallying cry of ‘Pancakes Pancakes Pancakes’,” continued Haley. “The Droga5 team has had a lot of fun with it and we’re incredibly excited to see the campaign come to life across every channel.” 

The All You Can Eat Pancakes celebration is available for a limited time, dine-in only at participating IHOP locations nationwide now through February 11. For more information, images, interview requests or in-studio cooking demos, please contact Alexandra Shapiro at

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Executive Producer: Kristina Iwankiw /Sasha Awn

Mix: Heard City - Jodie Levine

Producer: Andi Lewis

Sound Design: Nicholas Tuttle - Stimmung


Edit Assistant: Danielle Minch

Edit Company: Mackcut

Executive Producer: Gina Pagano

Producer: Margarita Mutuc

Post Production / VFX

Colourist: Stefan Sonnenfeld

Creative Director: Randie Swanberg

Executive Producer: Ashley McKim

Flame: Mario Caserta

Senior Producer: Katie Andrews

VFX: Method Studios

VFX Senior Producer: Graham Dunglinson

Production Company

Director: Tom Kuntz

DOP: Chris Soos

Executive Producer: Eriks Krumins

Producer: Emily Skinner

Production Company: MJZ


Advertiser: IHOP

Chief Marketing Officer: Brad Haley

Executive: Michael McCarthy (Executive Director, Consumer Marketing)

Senior Analyst Marketing: Amanda Tostado

Creative Agency

Account Supervisor: Doug Keith

Art Director: Katie Willis

Business Affairs Manager: Abigail Press

Chief Creation Officer: Sally-Ann Dale

Chief Creative Officer: Ted Royer

Communications Strategist: Parks Middleton

Copywriter: Ryan Snyder

Creative Agency: Droga5 NY

Creative Chairman: David Droga

Data Strategist: Ryan Miller

Designer: Jason Severs (Chief Design Officer)

Director: Jesse Brihn, Bryan Litman (Co-Directors)

Director of Business Affairs: Jocelyn Howard

Executive Creative Director: Scott Bell

Executive Producer: Amanda Revere (film), Ryan McGrath (Experential)

Global Chief Strategy Officer: onny Bauer

Group Account Directors: Alex Woods

Group Communications Strategy Director: Amy Rappo

Group Strategy Director: Katy Alonzo

Music Supervisor: Mike Ladman

Producer: Forrest Holt

Senior Strategist: Sarah Garman

Design director: Nate Moore (associate)

Genres: People, Comedy, Choreography

Categories: Fresh fruit and vegetables, Food

Droga5 New York, Thu, 04 Jan 2018 17:36:07 GMT