A Reason to be Thankful

Here’s a reason to be thankful. You don’t
work for Doe Anderson Advertising in Louisville or the Shoney’s Corporation.
You don’t have to defend an ad on flatulence. Your creativity hasn’t bottomed
out. (See, anyone can do <i>that</i>.)

Here’s a reason to be thankful. You don’t work for Doe Anderson Advertising in Louisville or the Shoney’s Corporation. You don’t have to defend an ad on flatulence. Your creativity hasn’t bottomed out. (See anyone can do that.)

Big Easy radio stations ban Shoney’s “Gas” ad

Two New Orleans radio stations apparently don’t think there’s anything funny about passing Gas.

Marketing folks for Shoney’s thought they had come up with a humorous radio spot promoting the restaurant’s breakfast buffet. A driver ticks off with odd-sounding names–Two Egg, Fla. Weiner, Ark. and Sweet Lips, Tenn.–noting there are Shoney’s along the way.

“Pretty soon down the road when you’re passing Gas, you’ll be glad you stopped,” the announcer says before a brief pause. “What? Gas, Kan. You sicko. I can’t believe you went there.”

Dan Burgess, public relations director at Doe Anderson, the Louisville, Ky. firm that created the ad, said New Orleans stations WLMB and WTKL chose not to run the spot.

“We thought the ad was a little cute, but we didn’t think it would get banned,” he said. “Especially in New Orleans, which is not the most conservative of places.”

Officials at the two stations, both owned by Entercom, did not return phone calls seeking comment.

Dan Dahlen, senior vice president of marketing for Nashville-based Shoney’s, said restaurant officials think the ad is “hilarious.”

Even people in Gas–population 530–aren’t put off.

“We’re actually so used to this kind of thing, it’s almost second nature,” City Clerk Rozanne Hutton said.

–Associated Press

Whoa, wait a minute, you mean jokes about flatulence aren’t new and unique? Gosh. And not hilarious, just second nature? Hmm. Not even creative, just a “little cute.” Well golly, what do you have to do to sell eggs and bacon these days?

Apparently these guys didn’t learn anything from the Superbowl two years ago when national advertisers tried this and got short-term buzz and long-term grief. There’s no way to dress up tackiness. And why would you want your restaurant identified with tackiness anyway? What kind of food brand wants an association with indigestion?

So, I’ll steer clear of Shoney’s now that they’ve made that connection. (Appleby’s must love that.)

Advertisers need solid strategy and real creativity for long-term results and advertising like this, ain’t that.

No, wait! Here’s an idea! Cross-promotion between Shoney’s and Beano!

Shoney’s says, “Tank up at our buffet, the Beano’s on us.”

Beano says, “Gas up at Shoney’s, we’ll take care of the rest.”

Whaddayah think, guys? Funny, or what?

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