Knight Time's Still the Right Time for White Castle

Joust the thing to tame your craving?

Medieval malarky clanks back into the White Castle drive-thru with fresh spots featuring folks rocking ye olde knights’ helmets. Introduced a few weeks back, these metal-heads represent the cravings of everyday people who get a hankering for a certain chain’s signature square burgers.

Conceptually, it’s something of a stretch. Still, GSD&M and director Steve Miller deliver vignettes that might satisfy viewers’ hunger for the randomly weird.

Cue the wacky tales from the set…

“You can’t see very well from inside the helmet but of course we all tried it on,” agency CD Jessica Zalaznick tells Muse. “Imagine a bunch of knights stumbling around.”

OK, picturing that right now. Heh.

“Even our director called a few shots with it on his head,” Zalaznick recalls. “It’s such a fun way to embody the idea of your Castle craving and so ownable to White Castle.”

The work fans old and new, with an emphasis on Gen-Zers eager to share odd content and, perhaps, try new fast food. With that in mind, social platforms like Meta, TikTok and Snap come into play, with ads also running across CTV, OLV, radio and display.