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A&W: Who’s Your Burger Family?
Mama. Papa. Teen. Uncle. Grandpa. Baby. A&W’s Burger Family line up has been a fixture in A&W restaurants and packaging for decades. Today, A&W is reintroducing and recontextualising its Burger Family, supported by new work that tells simple, truthful stories around a redefined notion of family. In Bestie, we meet a newly-licensed teen driver and her best friend as they try to navigate an A&W drive-thru. The spot is driven by their natural dynamic, so it was essential to find actors with the right chemistry - young women who, despite their very different personalities, and maybe because of them - have an unbreakable bond. The two young actors improvised most of their dialogue, resulting in fun, relatable moments that made their way into the final edit. The :30 spot is currently running across TV, social, and in theatres. The new 'Who’s Your Burger Family?' work is a significant creative departure for A&W. For the past decade, the QSR brand has aired ingredient-focused advertising, supported by a man-on-the-street campaign featuring A&W’s long time spokesperson, Allen. Now, A&W and long time partner Rethink are finding new meaningful ways to connect with Canadians.
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