Jazzy! Popeyes Trumpets Its Authentic New Orleans Style

“We don’t make sense. We make chicken.”

Popeyes, in its first big campaign from McKinney, goes all in on its New Orleans roots, launching a jaunty :30 that plays like a love-letter to the idiosyncratic Louisiana burgh.

“New Orleans don’t make a lick of sense to most people,” begins Tadasy Young, who narrates and appears in the ad. “A big city built below sea level? It throws logic out the window … and our chicken is no different.”

“A fast-food restaurant selling friend chicken that takes 12 hours to marinate? That makes no sense,” she continues. “But it does make delicious. The best recipe for big flavor ain’t about logic—because you know magic when you see it, or when you taste it.”

Well, the ad’s not exactly magical—but it’s upbeat and inviting, with a distinct point of view and sense of pride. Images of NOLA’s diversity and panache play across the screen in the style of a tourism teaser. Young’s performance shines. Bright and sassy, the California transplant would make a perfect Mardi Gras host or French Quarter lunch companion.

The commercial sells New Orleans as much as Popeyes. Maybe that’s the idea. They’re synonymous—marinated in the same spices, as it were—ready to meet, great and feed us all.

Press materials explain the strategy: “Popeyes birthplace provides the perfect backdrop to tell its heritage story and highlight its food quality, culinary credibility and great taste. Essentially, New Orleans is the brand’s spokesperson.”

The work rolls out across digital in May with OOH and TV in the mix later on. (If it doesn’t open some eyes, this outing from Popeyes France surely will.)

CREDITS

Creative Agency: McKinney

Chief Creative Officer: Jonathan Cude
Executive Creative Director: Lyle Yetman
Head of Art and Design: Will Dean
Group Creative Director: Scott Clark 
Associate Creative Director: Paul Feldmann
Copywriter: Cooper Bowman
Managing Director: Walt Barron
Group Client Director: Diane Myers
Account Director: Melanie Wallace 
Account Manager: Karah Smith 
Chief Strategy Officer: Jasmine Dadlani
Director of Strategy: Ole Pederson
Strategy Director, Social Platforms: Laken Faccio
Strategist: Lexie Brown
Social Strategist: Kyane Epps
Associate Strategist: Jared Reed
Project Management Supervisor: Hartlee Grice
Project Manager: Izzy Piedmonte

Production Agency: CYLNDR

Director of Production: Kara O’Halloran
Senior Producer: Emily Jaslove
Producer: Bill Abbots
Production Coordinator: Seylon Edmundson
Line Producer: David Ledwith
Director (Food): Tomislav Lazarevicj
Director of Business Affairs: Laura Gearino
Business Affairs Manager: Kelly Beatty
Business Affairs Associate: Lana Greer

Post Production: 

Senior Editor: Tyrone Rhabb
Editor: Sam Martin
Post Producer: Banu Debre, Brian Keegan
Color Grade: Erik Nuenighoff
Animation: Sydney Hirsch

Production Company: Iconoclast

Director: David Helman
Head of Production: Joanna Nelson
Executive Producer: Caroline Pham
Line Producer: Magalie Selosse-Bishop
Photographer: Akasha Rabut

Audio: Lime Studios