Frank's needed to refresh an old brand campaign that while effective at driving awareness and likability, had become too predictable for consumers. The brand wanted to launch new creative for one of the most important time periods from a business point of view, the Super Bowl.

We took Frank's successful campaign where an elderly woman, "Ethel", delivers the line "I put that $%#&! on everything!" and made it more socially relevant, unexpected, and modern. We took Ethel to the next level and a new audience. By tapping into the millenial mindset we developed videos that poke fun at two current trends: the online dating phenomenon, Tinder and viral dance videos.

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In fewer than three months, we delivered two digital videos and supported both videos with a full digital media strategy including YouTube, Funny or Die, display, and targeted online video during the Super Bowl Season.

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