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Smashburger's Screaming Pickles Will Not Be Ignored

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Partners + Napier brings an unexpected 'Voice' to the chicken wars

Smashburger's Screaming Pickles Will Not Be Ignored

To signal the arrival of Smashburger’s new Scorchin’ Hot Crispy Chicken Sandwich, creative & media AOR Partners + Napier created 'Pickles', a video developed specifically for social feed placement where spots are typically viewed with the sound off. 

Rather than just accepting that reality, the team leaned into it by making the captions startling enough to grab a viewer’s attention and bring an unexpected “voice” to the chicken wars. The spot was made in-house by the agency’s own Gammut Productions.

Smashburger’s Scorchin’ Hot Crispy Chicken Sandwich, inspired by Nashville Hot Chicken, is available for a limited time at nearly 200 locations in the U.S. and Canada: Scorchin' Hot Crispy Chicken - Available 4/19! | Smashburger

Smashburger - Scorchin' Pickles
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Advertiser: Smashburger

Creative Agency

Creative Agency: Partners + Napier

Chief Creative Officer: Rob Kottkamp

Senior Art Director: Rob Warchol

Assoc. Director, Strategy: Ken Walker

Creative Director/Writer: Scott Allen

Account Director: Lisa Fetkenhour

Senior Account Executive: Julia Benson

Director, Creative Operations: Melissa Smith

Media Agency

Media Agency: Partners + Napier

Production Company

Production Company: Gammut Productions

Director: Matt Spaull

Producer: Lisa Smith

Cinematographer: Parker Bemet


Sound Company: Push Music & Post

Producer: Greg Wiktorski

Genres: Comedy

Categories: Food, Restaurant

Partners + Napier, Tue, 27 Apr 2021 17:22:00 GMT