Since this was a brand new restaurant—in a city with thousands of them already—we needed to do many things. First, we had to create initial awareness. We needed to let people know that there was a new place in town to eat. Second, we needed to communicate the theme of the restaurant: a 1960s-style beach hangout. Third, we needed to tell people what types of food we serve: burgers and fries. This ad does all three of those things very effectively. And because it's entertaining, it rewards people for reading it. Since the goal was not only to reach the frequent casino visitor but to reach other consumers as well, placement was chosen for restaurant sections of local newspapers. Tucson Weekly, a weekly event-oriented publication received the most placements. Positioning was secured in the front of the restaurant section so that the ad would be noticed. Tucson Weekly is a great editorial environment for this fun-loving ad. Tucson Weekly details the happenings in Tucson. By placing the ad in Tucson Weekly, the reader knows that Moby’s is the place to be. Media met with the entire account team to address the issue of this new restaurant inside Casino Del Sol. The media team recommended that an ad be created to appear in the restaurant sections of local newspapers. This ad’s placement goal would be to reach the frequent casino visitor but also to reach the consumer who might not think about visiting a casino for dining. Lots of ads are funny. But not very many restaurant ads are funny. This ad is not only funny, it's also edgy. Anyone who's seen the TV show "Baywatch" knows exactly what the headline is really referring to. And the people who don't get the joke? Well, they aren't our target audience anyway.

Media met with the entire account team to address the issue of this new restaurant inside Casino Del Sol. The media team recommended that an ad be created to appear in the restaurant sections of local newspapers. This ad’s placement goal would be to reach the frequent casino visitor but also to reach the consumer who might not think about visiting a casino for dining.