Arby's Restaurant Group launched its new digital ad this week with a 125-person flash mob performance in New York City's Times Square.
The video for Arby's "It's Good Mood Food" campaign, complete with lyrics and a bouncing roast beef sandwich, was broadcast on the jumbotron at 47th Street and Broadway.
The group spoofed Gene Kelly's dance in Singing in the Rain to try and spread a good mood to passersby.
"We wanted to inspire good moods and give people a chance to stop in the middle of their hectic day and have some fun," said Bob Kraut, senior vice president, advertising and marketing communications, Arby's Restaurant Group Inc. "Consumers are telling us that the jingle gets stuck in their heads. That got us thinking, where better to perform it than in Times Square to uplift people."
Arby's new advertising campaign focuses on the brand's new positioning, "exciting tastes you can feel good about, every day."
Check out the flash mob performance:
