State’s “Come and Take It” battle cry revised to encourage public to support local restaurants
Take a look at this pro-bono campaign running in Austin that has Dallas roots. COME AND TAKE OUT is designed to rally Texans to increase the frequency of take-out orders to try to help local restaurants survive the COVID-19 crisis.
According to the National Restaurant Association, the restaurant industry has suffered three times the job losses of any other segment since the COVID-19 crisis began.
The COVID-19 quarantine created an abundance of pent up creative energy. When a new initiative was launched to help Texas restaurants, Austin’s advertising and production professionals couldn’t wait to step up by producing a public service ad (PSA).
“COME AND TAKE OUT” was created by Mike Coffin and John Heal, two longtime friends and classmates from Highland Park. Coffin is an ad agency veteran and Heal is an Austin-based small business attorney. Coffin and Heal assembled a team of volunteer marketing professionals including Austin resident Jeff Orth, a Partner at Dallas based LDWW Management Group.
“Restaurants are a vital part of our community’s social fabric, and when places like Magnolia Cafe, Threadgill’s, and Shady Grove close their doors, it’s like a punch in the gut,” Coffin said. “We knew we had to do something to help these places we love keep the lights on.”
He turned to the production company Fighting Monk, whose stated mission is “to kick ass and do good through impeccable visual and emotional storytelling.”
“Everybody in the production community is wondering what to do with themselves,” said Fighting Monk founder Erik Proulx. “We all want to find a way to help, and we all want to put our skills to good use. So, this was the perfect opportunity to help local restaurants stay afloat.”
The commercial shows several deserted dining rooms from restaurants around Austin, and cuts to a flurry of activity as they gear up to prepare meals to go. At the end of the film, the famed Texas flag has a new twist,
“Come and take out,” a rally cry for the campaign.
Proulx, a former agency creative director turned production company owner, had to navigate his desire to help with a responsibility to keep his volunteer crew safe during a pandemic. “We were on high alert during
the entire production, wearing masks and social distancing. Feeling like you might be standing too close to your colleagues or having to pretend high-five someone from six feet away…that is awkward, but it doesn’t
stop the creative process.”
Everyone who worked on this ad donated their gear, time, and talent, including voiceover from a Texas celebrity actor. The PSA started airing on local TV networks and radio stations in Austin last week.
“COME AND TAKE OUT” is a Texas non-profit entity (association) and is partnered with the Texas Restaurant Association through its Education Foundation, which is a 501(c)3 non-profit focused on the education and
development of Texas’ restaurant industry workforce.
Production Credits:
Production company: Fighting Monk
Director/Copywriter: Erik Proulx
Director of Photography: Paul Raila
Producer: Melissa Lynn La Marr
Post-Production Producer: Sara Beechner
Post Production: TBD Post
Partner and post supervisor: Ted Griffis
Partner and post supervisor: Brandon Thomas
Executive Producer: Karen Jacobs
Editor: Andrea Mendoza
Editor: Catie Cacci
Assistant Editor: Jessica Lund
Sound Mixer: Dustin Albertz
Composer: Carl Thiel
Colorist: Cory Berendzen
Online Artist: Kagan Durmer
Lens and Gear Donations: MP&E/ Kirk Miles
Locations Manager: Paul Knaus
Camera Operator: Taylor Camarot
Assistant Camera: Josh Skurnik
Lighting Donations: Aduro Films
Gaffer: Ben Oliver
Grip + Gaffer: Ivan Salazar Noriega,
Recording Studio: Chez Boom Audio/ Shayna Levin Brown
Audio engineer: Dane Butler
