GREY WORLDWIDE TRIES SOMETHING DIFFERENT FOR DAIRY QUEEN
By Adnews Staff
A new television ad for Dairy Queen Canada Inc. of Burlington, ON will be released this month. The 30-second commercial promotes Dairy Queen's new Double-Double Cheeseburger Combo. It was created by Grey Worldwide of Toronto and imitates a 70's Kung Fu movie. The spot is set in Japan. In it, a warlord demands a peasant farmer share his two burgers, which glow on a nearby stump. The peasant refuses and a battle begins. The impressed warlord says "Your heart is pure. Like 100% beef." The ad ends with the tagline "Something Different." "We want people to start seeing DQ differently," said Jean Champagne, executive vice-president of Dairy Queen Canada. "Different from how they might have perceived Dairy Queen in the past and different in attitude from all the other quick-service restaurants out there."