Watching People Watch Sandwiches: Isaac’s TV Commercial

Lisbet Byler

Lisbet Byler

March 8, 2017

Isaac’s, a local restaurant chain in South Central Pennsylvania, is known for one thing: great sandwiches named after birds. According to Isaac’s website, one of the reasons they began naming their sandwiches after birds was because, “bird names were simply so much fun! People always would laugh when they ordered a Gooney Bird or a Tufted Titmouse or a Cockatoo.” Knowing this, when Isaac’s approached MAKE films last spring to produce a commercial that offered a fresh take on their brand, we knew we had to come up with a playful concept that made viewers laugh.

THE PROCESS

We believe research is key to creating an impactful commercial that resonates with the target audience. Because of this, we ventured to Isaac’s Downtown Lancaster location to taste-test a wide array of Isaac’s delicious sandwiches. (Side note: We recommend trying the Mallard – our personal favorite, which was featured in one of the commercials.)

After gathering our tasty research, we held a creative brainstorm. Knowing we wanted to highlight Isaac’s colorful restaurant and delectable sandwiches, all while sticking with their well-known bird theme that is foundational to their brand, we came up with the idea of birdwatching. Birdwatching an Isaac’s sandwich to be precise.

Some of our favorite clients to work with are trusting of our vision while also being collaborative throughout the process – and Isaac’s was just this. After presenting our idea for the commercial to Isaac’s, we worked together to fine-tune the concept, ending with a playful and creative way to showcase Isaac’s restaurant, their food, and birdwatching all at once.

In addition to research, creative brainstorms, and concept creation, MAKE handled script writing and the casting of actors and voice over talent for the commercial.

THE MIGRATION

After viewing the final commercial intended for the web, Isaac’s immediately knew they wanted to increase the scope of the project and turn the web videos into TV commercials. To accommodate this change, MAKE created 30 second cuts of each video for Isaac’s to use in their TV spots. In addition to airing these commercials, Isaac’s shared the original web videos on social media.

THE RESULT

Along with making Isaac’s happy, the videos were well received online. To date, the two web videos have received a combined total of over 136,000 views, over 900 reactions, and over 120 comments on Isaac’s Facebook page.

Watch the final product below.


 

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