The newly released Sheetz commercial uses donkeys to show consumers what happens when they make erroneous assumptions about Sheetz’ foodservice.
North Carolina-based Tattoo Projects is helping Sheetz to battle the assumption that a gas station can’t serve high quality food. In a continuation of their nine-year Agency of Record relationship, Sheetz and Tattoo Projects have put together a daring commercial, which was aired during Super Bowl 50, to show consumers what happens to people who assume.
The commercial was filmed in Los Angeles by Gifted Youth, the commercial production arm of Funny or Die. “It takes a whole village to transform people into donkeys. They really brought the script to life while balancing that line between campy and too realistic,” said Rudy Banny, Tattoo Projects CEO and creative director. “This spot is a testament to Sheetz’ brand courage and faith in our nine-year relationship.”
“Edgy advertising is part of Sheetz’ DNA. But we never sacrifice clarity of message. This is the kind of campaign we expect from Tattoo Projects. Bold, creative and on-message,” said Tammy Dunkley, Sheetz manager of brand communications and advertising.
The commercial launched the first week in February, and aired during the Super Bowl for many viewers on the East Coast. It is supported by a digitally integrated campaign that features online video preroll, Pandora audio ads and banner ads that hee haw at you if you dare assume.