Firehouse was tasked with creating a spot that promoted Hooters as a place to watch fall football. We took the assignment further, using it as an opportunity to remind consumers that, when they opened their doors in 1983, Hooters invented the sports bar.
The challenge was separating Hooters from today’s competitive pack of bland, basic sports bars, which we did not just by showcasing their world-famous wings, ice-cold beer and party-like atmosphere, but highlighting the Hooters Girls that consumers know and love. And we did it conceptually. We engaged in a level of storytelling that had never been done for the brand (and that is widely absent in the sports bar landscape as a whole). We took consumers on a journey, reminding them what the world was like before Hooters, and then showing them how Hooters changed the sports bar experience like no one else had, or has since.
The spot is airing on broadcast and digital. It is a standalone piece and will serve as the main Hooters brand spot for at least one year. We shot it in a way that will allow us to change out the sporting events on the screen (so football can shift to basketball, to baseball, etc.). This will ensure the longevity and relevancy of the spot for an entire calendar year.
Check out the spot and the BTS here.
