ATLANTA — Arby's Restaurant Group Inc. has teamed up with Sports Illustrated swimsuit model Tori Praver in a new TV ad for its Bacon Cheddar Roastburger.
The 30-second spot, created by Merkley + Partners and titled "Digits," is a take on every guy's fantasy — you're sitting there, minding your own business, when a gorgeous model saunters up and says, "Call me." The tongue-in-cheek ad shows just what could go wrong with that scenario if you're eating the wrong lunch.
To portray the Roastburger's departure from greasy fast food burgers theme, an average man is sitting on a park bench eating a fast-food burger. Praver walks by and hands the man a note containing her phone number. When the man opens the note, his greasy fingers smear the last four digits of her phone number. The man, left with a mouthful, tries to get Praver's attention, but she drives off mouthing the words, "Call me."
"With this ad, we wanted to humorously show how one greasy lunch choice could go horribly wrong," said Steve Davis, Arby's Restaurant Group's chief marketing officer. "Perhaps if he'd been eating a Roastburger sandwich, the story would have ended differently."
"Digits" is the latest in a series of television ads that offer a comical take on Arby's Roastburger sandwich advantage. Roastburger sandwiches pair the company's signature, oven roasted, freshly sliced roast beef with classic burger toppings such as pepper bacon, cheddar and bleu cheeses, lettuce, tomato, and onions. Another recent ad features a burger joint employee throwing a burger through an Arby's window with a note that read, "Stop making Roastburgers…or else."
