The fall campaign for Dave & Busters, a food and arcade franchise, is showcasing its Watch Experience and new $5 Bites menu.
To underscore the sports angle, the spot features Dallas Cowboys star linebacker Micah Parsons.
The work is from Mother in New York and builds on Dave & Buster’s new brand platform: "You Know You Want To."
Two 30-second spots – Gam Gam and Conference – has Parsons stand-in for D&B fans. In one, he visits the grandmother of a D&B guest. In another, he attends a parent-teacher conference. Parsons acts as a sub, while customers enjoy the brand's offerings. A voiceover urges viewers to "make the trade for $5 Bites."
The campaign runs across linear TV, CTV, video (YouTube, Twitch, Roku, LG, Samsung), and Meta. Further iterations roll out this fall.
Matt Vitou, creative director, Mother in New York, said: "Adulting is demanding. When the ultimate bliss of free time presents itself, we find ourselves doing things expected of us that we don't want to do, which we illustrate in the hero spot — Gam Gam. We love our grandmas, but tough decisions must be made during peak fall sports season. Subbing in Dallas Cowboys' star linebacker Micah Parsons to hang out with Gam Gam perfectly encapsulates the campaign's sentiment."
With offices in London, New York, Los Angeles, Berlin and Shanghai, Mother's work includes Panera, Instagram, NYPL and Target. Mother's Los Angeles office won the Orangetheory Fitness account in August.