How Arby's Advertises on Meta

# Ad summary This ad promotes Arby's smoked pulled pork and chopped brisket sandwiches. The ad includes text overlays highlighting the slow-smoking process while showing close-ups of the sandwiches being prepared and served. # Brand positioning Arby's presents itself as a fast-food chain that goes beyond typical offerings by focusing on high-quality, slow-smoked meats. The brand is positioned as a provider of premium BBQ-style sandwiches, differentiating itself through a focus on the smoking process and ingredient quality. This approach aims to appeal to consumers who appreciate authentic, slow-cooked flavors in a convenient fast-food format, setting Arby's apart from competitors who may offer more generic or mass-produced menu items. The brand seemingly wants to occupy a space in the consumer's mind as a fast food chain that does barbeque well. # Product The featured products are Arby's smoked pulled pork and chopped brisket sandwiches. The pulled pork sandwich features tender, slow-smoked pulled pork, topped with BBQ sauce and served on a toasted bun. The chopped brisket sandwich includes chopped brisket, BBQ sauce, and pickles on a bun. The ad highlights the slow-smoking process as a key feature, emphasizing the time and care taken to prepare the meats. The sandwiches are presented as a convenient option for enjoying authentic BBQ flavors without the need for home smoking or long restaurant waits. They are also shown with toppings added to make the sandwiches look more appealing. # Visual style The ad has a polished commercial aesthetic with clear, well-lit shots of the product and smoking process. The editing rhythm is moderate, with static shots and smooth transitions, contributing to a consistent pacing. The focus is on showcasing the food in an appetizing manner, aligning visuals with the brand's message of quality and care. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad opens with a text overlay stating that Arby's doesn't just smoke their pulled pork and chopped brisket. - 00:03–00:07 Following the intro, the ad displays text that states, "We slooooooooooooow smoke it." This emphasizes Arby's commitment to slow smoking the meats, setting it apart from faster cooking methods and conveying a sense of quality and care. The perspective is from the brand, highlighting their process. - 00:07–00:09 The ad concludes with a shot of the sandwich that is set up to look appetizing and the Arby's logo. This shot reaffirms the brand's identity and leaves the viewer with a craving for the product.

# Ad summary Arby's uses trending sounds with a comical tone to show their real slow-smoked barbecue is available at a fast-food restaurant. # Brand positioning Arby's is presented as a fast-food restaurant chain. The brand sets itself apart by offering high-quality, real slow-smoked barbecue that is typically found at restaurants other than fast food restaurants. The brand is trying to occupy the space of offering quality, authentic food, with the convenience of fast food. # Product Arby's advertises their real slow-smoked BBQ sandwiches. They appear to have two types of meat, a pulled pork and sliced brisket. The meats have a dark BBQ sauce coating on them. The sandwiches are served on a toasted bun, and topped with pickle slices. # Visual style The ad has a polished commercial feel. It uses close-ups and quick cuts to show the sandwiches and ingredients. The transitions are smooth. The pacing is moderate, with cuts timed to the music. The lighting is bright and textures are visible. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:01 The opening visual shows a close up of two sandwiches. - 00:01–00:05 00:01–00:05: The ad shows a sandwich with BBQ pulled pork. Text asks, "At a fast food place???" with a thinking emoji. This is meant to question the availability of high-quality slow-smoked BBQ at a fast-food restaurant. The perspective is from the brand trying to show their quality is different from other fast food places. - 00:05–00:07 00:05–00:07: The ad shows a sandwich with sliced brisket and dripping sauce. Text says, "Yes PLEASE." This is the response and answer to the earlier question. The perspective is from a customer craving the BBQ sandwich. - 00:07–00:09 00:07–00:09: Arby's logo appears on the sandwich. This highlights that Arby's is the brand offering this unique BBQ.

# Ad summary This ad showcases Arby's Pulled Pork sandwich, highlighting its key ingredients through annotations and close-up shots. It emphasizes the smoked pulled pork and includes an un-smoked pickle. # Brand positioning Arby's is presented as a purveyor of hearty, meat-focused fast food, differentiating itself with smoked flavors and a commitment to quality ingredients. The brand emphasizes its dedication to providing savory and substantial options, as exemplified by the smoked pulled pork in its sandwiches. The focus on the smoking process and generous portions suggests a brand that values traditional cooking methods and satisfying, indulgent experiences for its customers. # Product The featured product is Arby's Pulled Pork sandwich, constructed with a generous portion of pulled pork that has been smoked for four hours. The sandwich features two layers of the pulled pork, separated by what appears to be barbecue sauce. It also includes an un-smoked pickle. The ad emphasizes the quality and preparation of the pulled pork through visual annotations and close-up shots. # Visual style The ad features a product-focused visual style with a close-up shot of the Arby's Pulled Pork sandwich. The production quality appears to be high, with good lighting and sharp focus on the sandwich's details. Annotations are layered on top to highlight key ingredients. The typography is clean and legible, and the overall aesthetic is designed to be appetizing and informative. # Hooks Headline: This is Arby's PULLED PORK # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a close-up of the Arby's Pulled Pork sandwich, immediately drawing the viewer's attention to the product. The purpose is to visually introduce the sandwich and highlight its appealing presentation from the brand's perspective. - Next, annotations point out the 'pulled pork smoked for 4 hours', emphasizing the key ingredient and its preparation process. This aims to convey the quality and care that goes into making the sandwich, told from the brand's perspective. - Further annotations highlight 'even more pulled pork smoked for 4 hours', reinforcing the sandwich's generous portion size and consistent smoking process. This reinforces the quality and quantity to the audience, from the brand's point of view. - Finally, the ad points out 'an un-smoked pickle', providing a contrast to the smoked pulled pork. The brand is trying to round out the flavor profile and highlight all ingredients of the sandwich.

# Ad summary This Arby's ad is shot in a POV style showcasing a slow-smoked BBQ sandwich. The ad is using the recording UI effect to emphasize the care and preparation behind Arby's slow-smoked BBQ. # Brand positioning Arby's is presented as a fast-food brand that offers high-quality, slow-smoked BBQ sandwiches. The focus is on serving 'real' and 'juicy' BBQ, which implies that the brand is pushing against the norm of lower-quality fast food. Arby's aims to occupy a space in the consumer's mind as a provider of authentic BBQ flavors in a convenient fast-food format. This positions them as a brand that values quality and taste, promoting a lifestyle where consumers don't have to sacrifice real food for convenience. # Product The featured product is Arby's slow-smoked BBQ sandwich, consisting of slow-smoked meat, pickles, and BBQ sauce served on a bun. The ad emphasizes that the BBQ is 'real' and 'juicy'. It is implied that the target audience is any BBQ lover looking for a quick meal. The ad addresses the purchase barrier of potentially low-quality fast food BBQ by showcasing the care and preparation that goes into the sandwich. The USPs are the slow-smoked preparation and the 'real' taste, making it a worthwhile option for consumers seeking authentic BBQ flavors on the go. # Visual style The ad has a polished, commercial aesthetic with a blend of close-up shots and a mock UI. The editing style includes quick cuts to emphasize the preparation process and finished product. The production quality is high-end, aiming to convey the quality of the BBQ sandwich. The visual motif is the recurring use of the recording UI, and there is consistent pacing throughout the ad. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 The ad opens with a close-up of the complete Arby's BBQ sandwich. - 00:02–00:03 The ad shows a gloved hand grabbing the sandwich. - 00:03–00:06 The perspective switches to a 'recording' UI, focusing on the meat that goes into the Arby's BBQ sandwich. - 00:06–00:07 The 'camera' focuses on the BBQ sauce being poured over the meat. - 00:07–00:09 The view switches back to the full sandwich, with a hand holding it in front of the 'camera'. The Arby's logo is superimposed on the image.

# Ad summary The ad showcases Arby's chopped brisket sandwich, emphasizing its slow-smoked cooking process, fall-apart tenderness, and BBQ sauce. # Brand positioning Arby's is presented as a purveyor of high-quality, slow-cooked meats, particularly brisket. The brand emphasizes the detailed process and care taken in preparing their food, highlighting specific aspects like the 13-hour smoking process and the resulting tenderness. This positions Arby's as a brand that values traditional cooking methods and delivers a superior eating experience compared to typical fast-food offerings. The brand's focus is on functional benefits like quality and tenderness, combined with an emphasis on flavor. # Product The featured product is Arby's Chopped Brisket sandwich, a meticulously crafted offering for meat lovers. It consists of chopped brisket that is slow-smoked for 13 hours, ensuring a fall-apart tenderness. The sandwich is topped with BBQ sauce, which is described as "mid-drip," suggesting a generous and flavorful application. The highlighted features—slow smoking, tenderness, and sauciness—are designed to overcome any potential barriers related to dryness or lack of flavor that might be associated with fast-food brisket. # Visual style The ad uses a close-up, high-quality studio shot to showcase the Arby's Chopped Brisket sandwich. The lighting highlights the textures and colors of the ingredients, making the sandwich look appetizing. The overall aesthetic is designed to mimic a food blog or social media post, with a focus on detail and visual appeal, intended to grab attention in a feed. # Hooks Headline: This is Arby's CHOPPED BRISKET # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts by introducing Arby's Chopped Brisket, immediately establishing what the product is. The intent is to grab the viewer's attention by highlighting a specific menu item. The point of view is from the brand, introducing a new product. - The ad then highlights the product's features. The point of view is from the brand, showcasing the product's features and attributes.

# Ad summary This ad promotes Arby's slow-smoked meats used in their sandwiches. The ad highlights the smoking process and meat quality, ending with a shot of the finished sandwiches. # Brand positioning Arby's presents itself as a fast-food chain that focuses on slow-smoked meats, providing an alternative to typical fast-food offerings. The brand emphasizes the quality and care put into its meat preparation, differentiating itself from competitors through this attention to detail. By showcasing the smoking process and highlighting the meats, Arby's aims to occupy a space in the consumer's mind as a purveyor of high-quality, carefully prepared fast food. This functional approach positions Arby's as a go-to option for consumers seeking something more than the standard burger or chicken sandwich. # Product The ad focuses on Arby's slow-smoked meats, specifically pulled pork and chopped brisket, which are used in the featured sandwiches. The meats are shown being smoked in a smoker and then sliced for sandwiches, highlighting the careful preparation process. These meats are layered onto sandwiches, emphasizing their quality and flavor. The slow-smoking technique is a key USP, suggesting a superior taste and texture. The ad emphasizes that Arby's doesn't just smoke the meats, they "slooooooooow smoke it," indicating an extended smoking process for added flavor and tenderness. This preparation method is directly connected to the product's overall quality and appeal, making it worth trying. # Visual style The ad features a polished commercial aesthetic with bright lighting and clear product shots. The editing style includes static shots and smooth transitions, maintaining a consistent pace. The production quality is high, creating an appealing and appetizing presentation of the food. The visual motifs include close-ups of the meat and sandwiches, emphasizing the product's quality. The pacing is moderate, aligning with the tempo of the background music. The cuts and text are timed to the music beats, creating a cohesive audio-visual experience. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad opens with a shot of two sandwiches featuring pulled pork and chopped brisket. - 00:03–00:06 The next shot shows the meats being slow-smoked in a commercial smoker. - 00:06–00:07 Building on the slow-smoking point, the ad then shows someone slicing the meat with a large knife. - 00:07–00:09 The ad ends by showing the final shot of a sandwich.

# Ad summary This Arby's ad playfully challenges the perception of fast food by showcasing the real, slow-smoked BBQ sandwiches, emphasizing the quality and attention to detail that goes into their preparation. The ad positions Arby's as a provider of high-quality BBQ options, even within the fast-food category, and it uses visual and auditory elements to create an appetizing and engaging experience for viewers. # Brand positioning Arby's is presented as a fast-food chain that defies expectations by offering real, slow-smoked BBQ. The brand positions itself as a place where customers can find high-quality BBQ options that are typically associated with traditional BBQ restaurants. This aligns with a lifestyle of convenience without compromising on taste or quality. The brand pushes against the norm of fast food being low-quality by emphasizing the authenticity and care put into their BBQ offerings. The brand positioning is functional, highlighting the quality and taste of their food, while also carrying an emotional appeal by tapping into the consumer's desire for delicious and satisfying BBQ. # Product The featured product is Arby's Real Slow-Smoked BBQ sandwich, presented as a high-quality BBQ option available at a fast-food chain. The ad highlights the careful preparation and attention to detail that goes into making the sandwich. Key features include slow-smoked meat, providing a rich and authentic BBQ flavor. The sandwich is shown to include additional toppings like lettuce, pickles, and BBQ sauce, enhancing its overall appeal. The target audience is anyone craving genuine BBQ flavors but seeking the convenience of a fast-food experience. The ad directly addresses the purchase barrier of skepticism towards the quality of fast-food BBQ by visually demonstrating the fresh ingredients and careful preparation. The ad language emphasizes the quality and authenticity of the BBQ. # Visual style The ad has a polished, commercial aesthetic with bright lighting and close-up shots that emphasize the quality of the BBQ sandwich. The editing style includes quick cuts to maintain an engaging rhythm. The production quality is high, contributing to an appetizing and persuasive tone. The pacing is consistent, with cuts timed to the music to synchronize visual elements with the audio. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a shot of two Arby's BBQ sandwiches, accompanied by the text "REAL SLOW-SMOKED BBQ." This immediately establishes the product and brand identity. - 00:02–00:05 00:02–00:05 The scene shifts to a close-up of a hand preparing the BBQ sandwich, with the text "AT A FAST FOOD PLACE???" appearing. This questions the conventional association of fast food with low-quality BBQ. - 00:05–00:08 00:05–00:08 The text changes to "Yes PLEASE" as BBQ sauce is drizzled onto the sandwich. This reinforces the idea that Arby's BBQ can deliver on high-quality expectations. - 00:08–00:09 00:08–00:09 The Arby's logo is displayed with a close-up of the finished sandwich. This emphasizes the brand's endorsement of the high-quality BBQ sandwich.

# Ad summary This image ad showcases Arby's Pulled Pork sandwich with an up-close product shot. Annotations highlight the preparation of the pulled pork (smoked for 4 hours) and the inclusion of an un-smoked pickle, emphasizing key ingredients. # Brand positioning Arby's presents itself as a fast-food chain with a focus on high-quality meats and unique flavor combinations. The brand aims to differentiate itself by emphasizing the preparation methods, such as smoking the pulled pork for 4 hours. This suggests a dedication to quality and taste that surpasses typical fast-food offerings. The ad leverages an informative, almost educational approach to highlight the specific details of the product's ingredients and preparation, positioning Arby's as a place where customers can expect more than just standard fast food. # Product The product is Arby's Pulled Pork sandwich. It is a sandwich consisting of a toasted bun filled with pulled pork, which has been smoked for 4 hours. The sandwich includes slices of un-smoked pickles. The pulled pork appears to be coated in a sauce. The product is clearly positioned as a high-quality, flavorful option due to the smoking process and the contrasting taste of the pickles. This product is for anyone looking for a unique and tasty fast-food option that goes beyond typical offerings. The ad addresses the barrier of potentially lower-quality expectations from fast food by highlighting the specific preparation and ingredients. # Visual style The ad utilizes a close-up studio shot with bright lighting to highlight the sandwich's ingredients and textures. The background is blurred to keep the focus on the product. The annotations are clean and simple, adding an informative layer to the image. The overall style is meant to feel appetizing and informative. It uses a modern flat-lay style with annotations layered on top. # Hooks Headline: This is Arby's PULLED PORK # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a close-up shot of Arby's Pulled Pork sandwich to immediately grab the viewer's attention. The intention is to showcase the sandwich in detail, highlighting its appeal and quality from the brand's perspective. - Annotations with callout lines point to specific components of the sandwich: pulled pork smoked for 4 hours, more pulled pork smoked for 4 hours, and an un-smoked pickle. From the brand's POV, this detail demonstrates the specific process and ingredients. - The ad concludes with the brand name prominently displayed, reinforcing brand recognition and connecting the positive attributes of the sandwich back to Arby's. This is from Arby's POV and emphasizes their value to the consumer.

# Ad summary This image ad showcases Arby's chopped brisket sandwich, emphasizing the quality and tenderness of the brisket and highlighting the BBQ sauce. # Brand positioning Arby's is positioned as a purveyor of high-quality, slow-cooked meats, differentiating itself by focusing on the specific preparation and tenderness of its brisket. The brand aims to occupy a space in the consumer's mind as a provider of carefully prepared, savory sandwiches, contrasting with typical fast-food offerings through its emphasis on the slow-smoked cooking process and the resulting 'fall-apart' tenderness. The ad aligns with a functional brand positioning by highlighting the quality of the ingredients and cooking process. # Product The advertised product is Arby's chopped brisket sandwich, which features slow-smoked brisket. The brisket is described as being slow-smoked for 13 hours, resulting in fall-apart tenderness. It is topped with BBQ sauce, some of which is dripping from the sandwich. The ad aims to convey the high quality of the product and why it's worth buying by emphasizing the care and time taken in its preparation. # Visual style The ad features a close-up, studio-shot image with professional lighting. The visual motif centers on highlighting the product's ingredients and textures. There is minimal color grading. The typography is bold and clean. The visual style aims for high scannability and stop power by presenting an appetizing image of the product. # Hooks Headline: This is Arby's CHOPPED BRISKET # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad presents a close-up shot of Arby's chopped brisket sandwich to highlight its components. This visual establishes the product and sets the focus for the rest of the story. The brand is telling the story. - Annotations are placed near the sandwich, each with a line pointing to a specific part of the sandwich. The brisket is described as "brisket slow-smoked for 13 hours", the tenderness of the brisket as "fall-apart tenderness", and the barbecue sauce as "BBQ sauce mid-drip". This highlights the careful preparation and sensory appeal of the sandwich. The brand is describing the components of the sandwich and the work that went into it.

# Ad summary This image ad showcases Arby's Pulled Pork sandwich and calls out the preparation behind some of the ingredients. # Brand positioning Arby's presents itself as a fast-food restaurant with a focus on providing quality meat products. The brand aims to stand out in the fast-food market by focusing on high-quality ingredients and careful preparation methods, particularly smoking its pulled pork for four hours. This is a departure from typical fast-food norms, emphasizing a level of care and attention to detail not often associated with the category. # Product The featured product is Arby's Pulled Pork sandwich, which includes layers of pulled pork, BBQ sauce, and pickles served on a toasted bun. The ad specifically highlights that the pulled pork is smoked for four hours to impart a distinct flavor. In contrast, the ad points out that the pickle in the sandwich is un-smoked. The ad language emphasizes the quality and preparation of the sandwich's components to show why it's worth trying. # Visual style The ad uses a close-up shot of the sandwich to showcase its ingredients. The lighting is bright and even, making the sandwich look appetizing. The text is clean and simple, drawing attention to the product features. Overall, the style is reminiscent of fast-food ads, with a focus on visual appeal and direct communication. # Hooks Headline: This is Arby's PULLED PORK # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by introducing the main focus of the ad, which is Arby's Pulled Pork. This sets the stage for what the advertisement will be about from the brand's perspective. - The advertisement highlights that pulled pork is smoked for four hours. This is intended to showcase the care that goes into making the sandwich, from Arby's perspective. - Next, the ad calls out that there is even more pulled pork, also smoked for four hours. This serves to emphasize the quantity of the high-quality main ingredient, from Arby's perspective. - Finally, the ad acknowledges the inclusion of an 'un-smoked pickle.' This completes the sandwich by showing all of its key components, while highlighting what differentiates it, from Arby's perspective.

# Ad summary This Arby's ad showcases their Pulled Pork and Chopped Brisket sandwiches. The ad focuses on the tenderness of the BBQ, and ends with hands making a heart shape, set against the Arby's logo. # Brand positioning Arby's is a fast-food chain specializing in roast beef sandwiches but offers a variety of meats, sandwiches, and sides. The brand appears to be positioning itself with a focus on quality meat, and BBQ, to stand out in the fast-food landscape. The tone aligns with a casual, yet elevated, fast-food experience, focusing on the enjoyment of the food. The brand seems to be targeting customers who appreciate well-prepared meats and BBQ. # Product Arby's is advertising their Pulled Pork sandwich and Slow-Smoked Chopped Brisket. The Pulled Pork sandwich features pulled pork with barbeque sauce and pickles on a bun. The Slow-Smoked Chopped Brisket also features chopped brisket with barbecue sauce on a bun, with pickles. The advertisement highlights the tenderness of the sandwiches. # Visual style The ad features a polished commercial aesthetic with a focus on highlighting the food. The editing style consists of static shots and smooth transitions. The production quality is high-end, enhancing the appeal of the advertised items. The pacing is slow. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with a close-up shot of an Arby's Pulled Pork sandwich with sauce drizzled on top. - 00:01–00:03 Following is a close-up of an Arby's Slow-Smoked Chopped Brisket sandwich. - 00:03–00:06 The perspective shifts to a person of color eating an Arby's sandwich. - 00:06–00:08 The ad concludes with two hands making a heart shape against an Arby's background.

# Ad summary This Arby's ad showcases the pulled pork sandwich. The ad calls out specific features of the sandwich, such as the pork being smoked for four hours and the pickle being un-smoked. The ad uses annotations to indicate what ingredients are being called out. # Brand positioning Arby's positions itself as a purveyor of smoked meats, contrasting from typical fast-food offerings. The brand emphasizes the slow-smoked cooking process and differentiates its ingredients through detailed descriptions. Arby's aims to be a premium fast-food choice by highlighting the quality and care put into its menu items, attracting customers who value a more refined, flavorful experience. The brand doesn't directly compare itself to competitors, but instead focuses on the unique qualities of its products. # Product The featured product is the Arby's Pulled Pork sandwich. The sandwich consists of pulled pork smoked for 4 hours, topped with a sauce, served on a bun, and accompanied by an un-smoked pickle. The ad emphasizes the extended smoking time of the pork, highlighting it as a key feature. The language used in the ad creates a sense of specificity and quality, making it seem like a unique and carefully prepared offering. # Visual style The ad has a polished, studio-shot quality. It employs a flatlay composition to showcase the sandwich. The image uses a shallow depth of field, blurring the background to keep the focus on the sandwich. The typography is clean and legible. The ad aims for a mouth-watering, appetizing appearance, fitting for a food advertisement. # Hooks Headline: This is Arby's PULLED PORK # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts by introducing the Arby's Pulled Pork sandwich. The intention is to immediately capture the audience's attention with the featured menu item. The brand voice is calling this out. - The ad proceeds to detail the specific components of the sandwich. This provides a granular view of the sandwich's composition, reinforcing its key attributes. The brand is breaking down exactly what goes into the sandwich. - The ad concludes by highlighting the unique features of the sandwich. This aims to set it apart from similar offerings by emphasizing the quality of its ingredients. The brand is highlighting what makes the sandwich unique.

# Ad summary An ad for Arby's BBQ sandwich, using quick cuts of the sandwich being assembled and eaten. # Brand positioning Arby's is presented as a fast-food restaurant brand. The ad focuses on showcasing the real, juicy, and slow-smoked nature of its BBQ sandwich, suggesting a commitment to quality and taste. The brand's use of the 'Challenge Accepted' slogan could imply that they differentiate themselves by trying to deliver a higher-quality product than other fast-food chains. # Product The Arby's BBQ sandwich is showcased as a juicy, slow-smoked BBQ offering. It consists of a toasted bun, sliced pickles, and piled high with BBQ pulled pork, topped with BBQ sauce. The product is visually appetizing, with emphasis on the juicy texture of the pulled pork and the rich color of the sauce. The ad aims to convey that this is a BBQ sandwich worth trying, highlighting its fresh ingredients and slow-smoked preparation. # Visual style The ad has a polished, commercial aesthetic with quick cuts and close-up shots, focusing on highlighting the sandwich. The production quality appears high-end, with clear lighting and crisp visuals, and supports the intended tone of appetite appeal. The fast-paced editing and appetizing imagery make the sandwich seem desirable. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:03 The ad opens by presenting the BBQ sandwich on a white table. - 00:03–00:05 The ad transitions to a close-up of hands wearing black gloves slicing and preparing the pulled pork. - 00:05–00:08 The sandwich is shown being assembled with the pulled pork and sauce. - 00:08–00:09 The ad ends with a person taking a bite of the BBQ sandwich.

# Ad summary This ad showcases Arby's Chopped Brisket sandwich, emphasizing its key features through close-up shots and text overlays. # Brand positioning Arby's is presented as a fast-food chain specializing in high-quality meat sandwiches. The brand focuses on showcasing the superior ingredients and preparation methods of its brisket sandwich, emphasizing features like slow-smoked brisket, fall-apart tenderness, and BBQ sauce. This positions Arby's as a purveyor of premium fast food, pushing against the norms of typical fast-food offerings by highlighting craftsmanship and quality ingredients, appealing to customers seeking a more indulgent and flavorful experience. # Product The advertised product is Arby's Chopped Brisket sandwich, featuring slow-smoked brisket for 13 hours, fall-apart tenderness, and BBQ sauce. The product is visually appealing, showcasing the juicy, tender brisket and the sauce-covered texture. The advertisement aims to highlight the high-quality ingredients and meticulous preparation, offering a unique and desirable option for fast-food consumers. The ad addresses purchase barriers by emphasizing the quality and taste, demonstrating the premium ingredients and preparation processes involved. # Visual style The ad features a highly polished, studio-shot image with detailed close-ups. The visual motifs include text overlays and strategic lighting to highlight the product's key features. The image treatment involves background blurring and color grading to enhance the appetizing appearance of the sandwich. The typography is large and bold, aiming to capture attention. The visual style feels high-design, designed to disrupt the typical fast-food aesthetic and enhance the perceived quality of the offering, intending to boost the ad's stop power. # Hooks Headline: This is Arby's CHOPPED BRISKET # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a close-up shot of the Arby's Chopped Brisket sandwich to immediately grab the viewer's attention and showcase the product's visual appeal. The intention is to entice the viewer with the appetizing presentation of the sandwich, and the story is being told from a brand perspective, emphasizing its delicious features. - The ad highlights the slow-smoked brisket, emphasizing that it's smoked for 13 hours. This is included to showcase the meticulous preparation and high-quality ingredients. The perspective is from the brand, emphasizing the effort put into crafting the sandwich. - The narrative emphasizes the "fall-apart tenderness" of the brisket, indicating the ideal texture and quality of the meat. This is a customer-centric intention to communicate how the sandwich offers a superior eating experience, told from the brand's perspective, to enhance the product's appeal. - The ad highlights the BBQ sauce "mid-drip", which signifies the sandwich's juiciness and flavor. The brand perspective shows the sandwich's deliciousness in a visually appealing way.

# Ad summary This ad uses onscreen annotations to describe the Arby's Pulled Pork sandwich. The ad highlights the pulled pork that has been smoked for 4 hours, even more pulled pork that has been smoked for 4 hours, and an un-smoked pickle. # Brand positioning Arby's is presented as a fast-food chain specializing in smoked meats. The brand focuses on the quality and preparation of its pulled pork, emphasizing the 4-hour smoking process. By specifically pointing out that the pickle is "un-smoked", the ad reinforces that smoking meat is a key differentiator for the brand. # Product The featured product is the Arby's Pulled Pork sandwich. It consists of a bun filled with pulled pork, barbecue sauce, and a pickle. The ad emphasizes that the pulled pork is smoked for 4 hours, highlighting both the quantity of pulled pork in the sandwich and the smoking process. The ad makes sure to point out that the pickle is "un-smoked." # Visual style The ad features a close-up shot of the Arby's Pulled Pork sandwich with white text and lines overlaid on top. The production quality appears to be high, with the sandwich well-lit and in focus. The text annotations are clean and simple, with a white sans-serif font and black outlines. The background is blurred, putting the focus on the sandwich. The ad has a casual and informative tone, akin to a social media post. # Hooks Headline: This is Arby's PULLED PORK # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad displays a close-up of an Arby's Pulled Pork sandwich. This is meant to highlight and showcase the ingredients of the sandwich. - Textual annotations with arrows point to specific components of the sandwich, stating how the pulled pork is smoked for 4 hours and the pickle is un-smoked. This is meant to inform the audience about the sandwich's ingredients, smoking process, and Arby's standards.

# Ad summary This image ad features a close-up of an Arby's pulled pork sandwich. Throughout the image, text and pointers highlight specific ingredients, emphasizing the fact that the pulled pork is smoked for 4 hours and the pickle is un-smoked. # Brand positioning Arby's is presented as a fast-food chain that specializes in smoked meats. The ad focuses on the smoking process and quality of the ingredients used in their pulled pork sandwich, particularly emphasizing the pulled pork being smoked for 4 hours. This positioning aims to appeal to customers who value quality and attention to detail in their fast food choices, and it pushes against the norm of fast food chains that often lack transparency about food preparation methods. The ad also uses a tongue-in-cheek tone by highlighting the pickle as 'un-smoked', suggesting a playful self-awareness. # Product The featured product is Arby's pulled pork sandwich, which the ad emphasizes is made with pulled pork that is smoked for 4 hours. The pulled pork appears shredded and sauced. The sandwich also contains a pickle, which is humorously described as 'un-smoked'. The ad aims to highlight the quality and preparation methods of the sandwich's ingredients, implicitly addressing the potential purchase barrier of fast food often being perceived as low-quality or carelessly made. The ad doesn't explicitly state who the product is for but the presentation implies that it's intended for fast food consumers seeking more thoughtfully prepared options. # Visual style The ad has a close-up, studio-shot aesthetic. The image is well-lit, with a focus on highlighting the textures and details of the sandwich. The overall look is clean and appetizing, with a slightly humorous tone due to the annotation style. The use of a sans-serif font and simple white text overlays the sandwich. The style has medium stop power in feed. # Hooks Headline: This is Arby's PULLED PORK # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a close-up shot of an Arby's pulled pork sandwich, with the text 'This is Arby's PULLED PORK' overlayed on the image. This introduces the product being advertised from the brand's perspective and immediately informs the viewer what they're looking at. - Next, annotations point to the pulled pork and state, 'This is pulled pork smoked for 4 hours' and 'This is even more pulled pork smoked for 4 hours'. These annotations come from the brand and highlight a key product feature, emphasizing the cooking process to add value and appeal. - Lastly, an annotation points to the pickle and states, 'This is an un-smoked pickle'. This is also told from the brand's perspective and uses humor to highlight the specific, unusual detail and set a playful tone.

# Ad summary The ad shows two men on a video call as they discuss the Arby's BBQ sandwiches. One of the men requests the BBQ sauce and the other provides it via the video call. # Brand positioning Arby's is a fast-food chain known for its roast beef sandwiches, curly fries, and various sauces. In this ad, Arby's aims to create a fun and accessible image by partnering with influencers who express genuine enjoyment of their food. The focus is on highlighting the new BBQ sauce offerings, positioning Arby's as a flavorful and exciting choice in the crowded fast-food market, especially for BBQ lovers. They do this without overtly criticizing competitors, preferring to emphasize their unique offerings and playful tone. Arby's promotes a functional yet fun eating experience. # Product The ad features Arby's new quarter-pound pulled pork and quarter-pound chopped brisket sandwiches, emphasizing their new BBQ sauces: AC Busing Brown Sugar sauce and Chipotle Smoked Spicy BBQ sauce. These products are aimed at fast-food customers seeking a flavorful and quick meal. The ad highlights the sauces' taste and availability with the sandwiches, showcasing use occasions during a casual meal shared between friends. The ad uses a video call format to address the barrier of physical distance, presenting the act of sharing sauce via video call as a fun interaction. The product claims focus on taste appeal and portion size. # Visual style The ad has a casual, UGC feel with a clear, bright presentation. It resembles a real video call with a mix of medium shots. The editing uses static shots with natural transitions. The production quality is simple, supporting the tone of an organic, user-generated video. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:05 Two men appear on a video call. One is eating a sandwich and the other is talking to him. - 00:01–00:05 The man on the video call says that the AC BBQ sauce comes with the new quarter-pound pulled pork and quarter-pound chopped brisket sandwiches. - 00:05–00:12 The man eating says it is so good, and asks if he can have some of that AC Bustin Brown Sugar sauce. - 00:13–00:22 The man on the video call puts the sauce up to the camera so the other man can virtually have some of it. The man eating says thank you and eats the sandwich. - 00:24–00:28 The man eating asks if he can have some of the Chipotle Smoked Spicy BBQ sauce. - 00:28–00:36 The man on the video call cannot pour the sauce up, so he virtually gives him the sandwich instead.

# Ad summary This ad is for Arby's barbeque sandwiches. It opens with close up shots of the sandwiches. A man takes a bite and nods his head. Arby's logo appears with hands making a heart around it. # Brand positioning Arby's is presented as a restaurant that offers high-quality BBQ sandwiches, emphasizing tenderness and flavor. The brand appears to push against the perception of fast food as being low quality, instead promoting the idea that their sandwiches are a tender and enjoyable culinary experience. The tone is playful and lighthearted. # Product The advertised product is Arby's BBQ sandwiches, specifically highlighted are their pulled pork sandwich and slow-smoked chopped brisket sandwich. The ad emphasizes the tenderness of the BBQ, appealing to those who enjoy flavorful and well-prepared BBQ. The sandwiches appear to be for anyone who enjoys fast food BBQ. # Visual style The ad has a polished commercial aesthetic with close-up shots of the food. The lighting is bright and warm. Editing style uses quick cuts, timed with the music. The fast cuts and close-ups give the advertisement an appetizing, modern feel. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with a close-up shot of a pulled pork sandwich drizzled with BBQ sauce, focusing on its juicy and appetizing appearance. - 00:01–00:02 The text overlay labels this sandwich as "This is our PULLED PORK SANDWICH," clearly identifying the product and setting the stage for what's to come. - 00:02–00:03 The ad then transitions to a slow-smoked chopped brisket sandwich, showcasing another option with a similar close-up to highlight the quality and tenderness of the meat. - 00:03–00:05 Following the sandwich showcase, the ad cuts to a Black man taking a bite of the brisket sandwich, accompanied by the overlay text "This is a TENDER MOMENT WITH THE MOST TENDER BBQ." - 00:05–00:07 The man nods his head and makes a delighted sound. The ad concludes with the Arby's logo appearing on a maroon background, as hands come into frame to make a heart around it.

# Ad summary This ad promotes Arby's BBQ sandwiches, specifically pulled pork and chopped brisket. The ad features the band The Red Clay Strays, who are recording in a studio. They discuss how long it takes to create their music, and the ad connects the concept of slow cooking and smoking to the brand's barbecue. The commercial features a song by the band and closes with the Arby's logo and slogan. # Brand positioning Arby's is presented as a fast-food chain that prides itself on real BBQ. It is implied that Arby's smoked meats are prepared in the same meticulous way as fine music. Arby's aims to occupy a space that values quality and authenticity. The brand emphasizes tradition and craftsmanship through the slogan, “Smoked low and slow. Gone fast”. This positions them against competitors by highlighting the slow-cooked smoking process. The brand appears to be targeting a consumer base that appreciates high-quality barbecue but is looking for convenient options. # Product The ad showcases Arby's BBQ sandwiches. Specifically, the ad calls out pulled pork and chopped brisket. The sandwiches are presented as being authentically smoked low and slow. The ad targets those who appreciate true BBQ but need the convenience of fast food. By associating its sandwiches with the care and time a band puts into creating its music, Arby's attempts to overcome the perception that fast food is of lower quality. The commercial implies that Arby's BBQ is a worthwhile indulgence for anyone who loves barbecue. # Visual style The ad has a polished commercial aesthetic. The lighting is warm. The editing pace is medium. The transitions are smooth. The editing aligns with the music. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:03 The Red Clay Strays performing a song. - 00:03–00:12 00:03–00:12. The lead singer asks how the last verse of their song, "Demons in Your Choir" is going, setting up a discussion about the pace of their work. The bandmates talk about how they like to take their time to do it right, saying "low and slow," - 00:12–00:27 00:12–00:27. The conversation continues, and bandmates jokingly accuse one another of moving "low and slow" in different contexts. The dialogue highlights the band's camaraderie and sets a lighthearted tone as it leads into the reveal of Arby's. - 00:27–00:36 00:27–00:36. One of the band members jokingly offers the others Arby's BBQ sandwiches. He lists pulled pork and chopped brisket as options, which are “real BBQ” that are “smoked low and cooked slow.” - 00:36–00:44 00:36–00:44. The band eats the BBQ sandwiches and continues talking about how low and slow they are, highlighting that they are delicious. - 00:44–00:50 00:44–00:50. The ad concludes with the band’s song playing. The Arby's logo is revealed with the text “Smoked low and slow. Gone fast.”

# Ad summary This Arby's ad showcases their 'Meat & 3 Box' combo meal. Close up shots emphasize the food's textures, and the ad features text overlays that describe the meal's components. # Brand positioning Arby's is presented as a fast-food chain that offers a playful and indulgent menu, going against the norm of typical burger-centric competitors by focusing on various meat options. The brand embraces a fun tone, exemplified by the ad's playful sound effects and the celebratory reveal of each menu item. Positioning its 'Meat & 3 Box' as a customizable experience, Arby's promotes freedom of choice and variety, appealing to customers seeking a satisfying meal with multiple components. # Product The Arby's 'Meat & 3 Box' is a customizable meal featuring a Crispy Chicken sandwich, curly fries, mozzarella sticks, a dessert item, and a drink of choice. The Crispy Chicken sandwich is built with lettuce and tomato. The curly fries are visually emphasized with sauce on them. The dessert is a fried pastry of some kind. The ad highlights the customer's freedom to 'start with setting your base' with the sandwich, then 'accessorize' with curly fries, mozzarella sticks, and dessert, and finally 'don't forget to hydrate' with a drink of choice. The ad showcases each item individually with close-up shots, emphasizing their textures and flavors to entice viewers. # Visual style The ad's visual style is polished and commercial, with clear close-ups and bright lighting that make the food look appetizing. The editing style is quick and snappy, with cuts timed to sound effects. The production quality is high-end, emphasizing the textures and colors of the food. The pacing is fast, with frequent cuts to showcase each element of the meal. The edits and sound effects are synced to create a playful, ASMR feel. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The ad begins with a full spread of the Meat & 3 meal with text overlaying the image. This is intended to visually showcase all the components of the combo at once, enticing the viewer from the start. This is from the brand's perspective, meant to highlight the variety available. - 00:02–00:04 00:02–00:04 A hand enters the frame to pick up the Crispy Chicken sandwich. This prompts the text overlay 'Start with setting your base: Crispy Chicken.' The sandwich is presented as the main component of the meal. This perspective shifts to the customer as they select their main item. - 00:04–00:06 00:04–00:06 A close-up of curly fries being picked up with fingers with the text overlay 'Accessorize: Curly Fries.' This beat is a continuation of the previous one, showcasing additional choices for the meal. This is from the brand's POV, emphasizing the customization options. - 00:06–00:07 00:06–00:07 A hand picks up a mozzarella stick, stretching the cheese, with the text overlay 'Accessorize: Mozz Sticks.' The ad continues to highlight the customizable options for the meal. This is from the brand's POV, emphasizing the customization options. - 00:07–00:09 00:07–00:09 A dessert item is displayed and torn apart in someone's hands with the text overlay 'Accessorize: Dessert.' This beat continues the theme of customization by showcasing the dessert option. This is from the brand's POV, emphasizing the customization options. - 00:09–00:11 00:09–00:11 A close-up of a soda drink with the Arby's logo on the cup, along with the text overlay 'Don't forget to hydrate: Drink of Choice.' This beat completes the presentation of the meal by showcasing the drink option. This is from the brand's POV, emphasizing the customization options.