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Category
Consumer - Branded Social Post / Branded Social Post
Annual ID
SM16024M
About the Work
For years, Jon Stewart picked on Arby’s. Show after show, the brand and its food were the butt of his jokes. But Arby’s never took the bait and would often send lunch to his crew when he made a joke about the brand. So, when Mr. Stewart announced his retirement from The Daily Show, the brand wanted to offer yet another gesture of “friendship.” On the day Jon went public with his news, Arby’s hijacked the social media conversation with a single tweet. “Jon, feel free to reach out to us at careers@arbys.com” The Internet took serious notice, and so did Jon. The following night, he directly addressed Arby’s tweet on his show by saying, “This motherf---ing thing ain’t over. I do not accept your peace offering. We shall always be enemies.” Oh, Jon! We’ll miss you, too.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Fallon / Minneapolis
Arby's Restaurant / Atlanta
Chief Creative Officer
Jeff Kling
Creative Director
Matt Heath
Writer
Chris Campbell
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