Friday, Jan. 16, 2009

Denny's to air first Super Bowl commercial

Denny's Corp. will use its first-ever Super Bowl ad to distinguish its meaty Grand Slam breakfast from what it calls the "candied, lollipop, whipped-cream" breakfasts of competitors.

The Spartanburg-based restaurant chain wouldn't release the 30-second spot Wednesday, but Mark Chmiel, chief marketing officer, said it's "very cinematic" and starts with two people having a discussion.

"Then they order this quite frivolous food and the title card says, 'Isn't it time for a serious breakfast?' "

Chmiel said the commercial closes with a "consumer promotion that has never been done by any sit-down restaurant."

Denny's did release a still image from what its public relations firm said may be the Super Bowl ad. The image shows two cowpokes at a restaurant looking at stacks of pancakes covered in candy and whipped cream. One of the stacks has a pirate flag stuck on top.

Chmiel said the cost of the Super Bowl air time about $3 million for a 30-second spot, according to Advertising Age -- is worth paying because the company's message gets broadcast to an estimated 97 million people.

Andy Mendelsohn, executive creative director for Greenville ad agency Erwin-Penland, agreed, saying the Super Bowl "remains the premier mass venue."

"Creating a Super Bowl commercial is still one of the great milestones in advertising," Mendelsohn said. "You're really putting it all on the line because the whole advertising industry, as well as most of America, is judging it."

The ad is part of a six-week campaign that begins later this month and will include other spots on major broadcast and cable television networks, Chmiel said.

He said the campaign "will push against some of the candied, lollipop, whipped cream-type breakfasts as opposed to the Grand Slam," which comes with two eggs, two sausage links, two pancakes, two slices of bacon and a choice of hash browns, grits or toast.

The campaign was produced by Goodby, Silverstein & Partners, a San Francisco ad agency that is Denny's new agency of record.

The ad is scheduled to run during the third quarter of the Feb. 1 Super Bowl.

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