Come up with a fun Concept that serves as the basis for a series of witty and engaging Arby’s Videos. Concepts shouldn’t feel like a commercial. Arby’s is looking for clever takes that are, first and foremost, entertaining. 

If you were to write a typical commercial for Arby’s, you’d probably mention that their hickory-smoked brisket is cooked for over 13 hours. And maybe you’d say something about how their Angus steak is cut from USDA Choice top round beef. And then you could come over the top with the fact that their world famous roast beef has been prepared the same way for the past forty years.

But Arby’s isn’t looking for a commercial. They’re looking for something that will cause viewers to actually stop, take notice and maybe share with their friends. That’s why they’re turning to the Tongal community for unique Concepts that’ll serve as the basis for clever and witty videos. The goal of this content will be to entertain and engage, NOT sell. 

Arby’s is open to all kinds of ideas here. You could relate your Concept to their existing campaign (“We Have the Meats”) or it could be something entirely new. And Arby’s isn’t afraid to make a joke about themselves or others. Anything is fair game.

This is your chance to really have some fun – we want to hear your Concepts for Videos that have never been done before. Check the objectives tab to find out more.

The goal of this project is to come up with a fun Concept that serves as the basis for a series of engaging Arby’s Videos. Concepts shouldn’t feel like a commercial. Arby’s is looking for clever takes that are, first and foremost, entertaining.

Arby’s is open to a variety of Concepts and they’re more than willing to poke fun at themselves. They’re famous for their Roast Beef and Curly fries but don’t be afraid to riff on other things you think they may be known for beyond just menu items. Anything is fair game.

Important Note: Arby’s is looking for humorous ideas that are self aware and have a sharp wit. They’re NOT looking for slapstick or irreverence. It’s an important distinction. Take a look at these past examples from Arby’s social media teams for some inspiration:

Pharrell Tweet

http://www.adweek.com/adfreak/arbys-slayed-grammys-tweet-about-pharrell-williams-hat-155237

Jon Stewart

https://www.washingtonpost.com/news/business/wp/2015/08/07/how-arbys-came-to-embrace-jon-stewarts-jabs-and-even-created-a-sandwich-in-his-honor/

Pepsi Commercial

http://www.bloomberg.com/bw/articles/2014-12-05/arbys-best-commercial-yet-is-actually-for-pepsi

--Key Marketing Messages: Arby’s current campaign message is “We Have the Meats” and if you have a Concept that fits into that – awesome. That said, the purpose of these videos is to entertain rather than deliver a consumer message. So don’t be afraid to submit a fun Concept that’s not necessarily connected to the existing campaign.

--Target Audience: Hardworking blue collar Americans who appreciate meat and have a sense of humor.

--Executional Mandatories:

• This shouldn’t feel like a commercial.
• Sense of humor should be witty and clever. Not goofy and irreverent.
• Please nothing lewd or crude.

--Tone: Witty, bold and authentic. Should not feel forced or contrived. Please no slapstick.

This Project will be worth a total of $1,500 and consists of a Concept Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: Concept – Tell us your Concept for a series of fun Videos in 250 characters or less.  Remember, Concept is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Videos.  As always, Concepts should be clever and engaging.  The winning Concept creators will receive $500 each.

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

2. In the event you utilize any third party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third party materials and provide such license and consent forms to Tongal.

3. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL.  FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

4. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

5. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

6. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

7. Submissions must be in the English language.

8. Limit 5 submissions per member, per Phase.

9. You must be at least thirteen (13) years or older to enter.

10. In the event that fewer than 100 Concepts are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

11. Creators MUST the standard Tongal W-9, Winner Affidavit, and IP Assignment.

12. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.