Dairy Queen taps college football mascots to play up a
popular social media “documentary” trend for its latest ad effort.
The social spot, created to launch the chain’s new Chicken Strip Basket deal and MVP Dip Lineup, features
multiple prominent “bird” mascots sitting down for an “interview” for a fake Netflix documentary.
The ad, seen here, running across DQ’s socials, opens on the very agitated University of Oregon’s “The Duck,” who is seated next to
an interpreter who somehow translates the silent mascots’ thoughts out loud. “It all started with that $6.99 DQ Chicken Strip Basket,” she says. “Then came the MVP Dips. The
fans were so obsessed they’d dip anything with wings,” she continues, translating from an animated Reggie Redbird from Illinois State University.
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“We’re just mascots,
but with this deal no bird is safe,” says a third undisclosed mascot who is only shown in silhouette (but is clearly “Big Jay” from the University of Kansas). The ad ends with the
various mascots fleeing from overzealous fowl fans across their respective fields, with the super, “Dip chicken, not mascots.”
“Football brings together passionate fans,
spirited rivalries and traditions that make every game memorable,” said Becky Felling, vice president of marketing at American Dairy Queen Corporation, in a release. “We’re giving
fans even more ways to enjoy the season while having a little fun with an engaging campaign that taps into the enthusiasm and personalities that create special moments for teams, friends, families and
everyone following along.”
The limited time Chicken Strip Basket includes Original or FlameThrower Chicken Strips fries and a drink for $6.99. The MVP Dip Lineup includes a tangy black
pepper Strip Dip, hot Ghost Pepper Dip and the house-made Hidden Valley Ranch Dip.