This just in from Applebee’s.

These ads aren’t edgy, they won’t win any awards, they’ll probably just sell a LOT of people on coming back to Applebee’s.

ap 1There’s a lot of Brain Friendly Branding going on here:

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  • They’ve found some new authenticity in their commitment to a wood fired grill
  • They’re selling visually by romancing the juicy steak and primally seductive grilling experience (complete with smoke wafting up from the wood fire below)
  • The energetic soundtrack and crackling fire engages my auditory sense, gets my saliva going
  • Every aspect of this brand transformation shows novelty

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  • They give excellent proof points:
    • “not just steak but USDA choice sirloin”
    • “not just grilled over wood but over split American Oak”
    • “steak is cut in house by well-trained hands”

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I suddenly feel the urge to visit an Applebee’s tonight…

THAT’S HOW ADVERTISING IS SUPPOSED TO WORK, FOLKS!  IT’S ABOUT CREATING DESIRE.

What does everyone else think?

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