Smashburger Enters The Chicken Sandwich Wars

As fast-food chains continue to add chicken sandwiches to their menus, Smashburger is launching the “Scorchin’ Hot Crispy Chicken Sandwich.”

The creative, developed with agency Partners + Napier, attempts to grab the viewer’s attention through captions before bringing an expected “voice” to ads. The spots were developed specifically for social feed placement with the idea that most are viewed with the sound off.

Sample the work here.

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