• by Fern Siegel , September 6, 2023

Who watches sports without food?

That’s the premise behind Buffalo Wild Wings’ brand campaign “Let’s Go Sports Bar.” It's the first work by Anomaly, the company’s new creative agency of record.

The campaign is available on multiple channels, including TV, social and digital audio. It includes a 30-second spot and 60-second spot.

In the ad, Hank, a computer-generated buffalo who sprouts wings, enthusiastically enters a bar eager for the spicy treat. “Saturday Night Live” alum Beck Bennett voices Hank, the over-eager sport guy.

“This campaign is about finding the voice of Buffalo Wild Wings as a way of defining what the brand is all about and the role it plays in our guests’ lives,” said Tristan Meline, Chief Marketing Officer at Buffalo Wild Wings. “Turns out, the voice we found is a literal winged buffalo named Hank —which is essentially our logo come to life and only something B-Dubs could do.”

Hank loves the brand because it took beer and transformed it into a place with sports and chicken wings. In his world, that’s perfection.

Moreover,  he doesn’t just love Buffalo Wild Wings because he is a buffalo with wings, which he deems offensive and reductive. Josh Fell, Chief Creative Officer at Anomaly LA, says: "We got to use the word 'reductionist' in a spot, a first in the history of advertising. A claim I’m too lazy to verify, but will go to my grave believing."

Production house Smuggler used Untold Studios’ CG creature to create Hank.

The campaign dovetails with Buffalo Wing Wings bringing back Hot BBQ and Bulleit Bourbon BBQ, both available during football season.

Anomaly's client work includes Amazon Ads, Mini, Converse and Budweiser.