So real you’ll wonder if anything else is
The “ice cream” category is largely dominated by something called “frozen dairy dessert” which isn’t even legally allowed to be called ice cream. Fatboy is made with real ice cream. So real, you’ll wonder if anything else is…
So real you’ll wonder if anything else is: Talking fish
Open on someone sitting in a camping chair by a lake eating a FatBoy with one hand and holding a fishing rod in the other.
He gets a bite, puts the FatBoy in his mouth, and grabs the rod with both hands.
VO: Fatboy sandwiches are made with 100% real ice cream—so real, they might just make you questino if anything else is.
He fights with the fish but eventually reels it out of the water. It’s tiny.
The fish looks at the man and starts talking in a British accent.
Fish: Ha. You thought I was gonna be big.
The guy starts screaming.
The fish starts screaming.
CC: So real, you’ll wonder if anything else is. FatBoy, 100% real ice cream.
So real you’ll wonder if anything else is: Squirrels
Open on someone sitting in a lawn chair eating a FatBoy, smiling. Two squirrels hop into view looking like they are conversing.
VO: Fatboy sandwiches are made with 100% real ice cream—so real, they might just make you question if anything else is.
The squirrels tilt their heads in unison.
VO: Maybe these aren’t real squirrels. What are they really doing? Collecting nuts? Are they… spies?
One squirrel gestures subtly to the other, as if signaling.
VO: Are they communicating? Reporting back? And why are they looking at YOU?
The person looks back at their FatBoy and takes another bite, shaking their head as the squirrels scurry off like nothing happened.
CC: So real, you’ll wonder if anything else is. FatBoy, 100% real ice cream.
Obviously Good
Don’t overthink FatBoy.
There are some tough choices in life, but FatBoy isn’t one of them.
GIANT FOOD PRINT AD
Care less
30% of people said they wouldn't buy our product because it's called Fatboy
Good.
focus group
Open on people sitting around a table in a classic focus group setting. At the front of the room is a sign that has FatBoy’s logo on it. All of a sudden, you hear a voice ask…
Voice: Mmm, okay. And what do you think about the name?
The camera pans to everyone at the table who shake their heads no.
Woman 1: I actually find the name to be very offensive.
Woman 2: It’s horrible.
Man: Why would they keep that name?
Cut behind the glass where the client, FatBoy, is sitting. They’re listening but all enjoying FatBoy sandwiches as they do.
Suddenly, we cut to a camera card where a giant delicious FatBoy sandwich slams down.
CC: FatBoy. Care Less.
