Restaurant chain Buffalo Wild Wings just launched a spot debuting its new mascot - and it's exactly what you think it is.
In "Let's Go Sports Bar," a winged bison named Hank - voiced by Saturday Night Live's former member Beck Bennet - waltzes into a Buffalo Wild Wings.
"No, I don't love B-dubs just because I'm a buffalo with wings. Frankly, that's offensive and reductionist," Hank explains.
Instead, he loves the diner for the beer, the sports, the chicken wings, and the people.
"Yeah, this place is kinda like heaven - you know, without needing to get hit by a bus," the buffalo hilariously quips.
The 30-second spot was created by agency partner Anomaly and will roll out on TV, social media, and digital audio.
Buffalo Wild Wings CMO Tristan Meline described the campaign as the brand finding its own voice and its role in the lives of its customers.
"We’re excited about this new creative and the next chapter of the brand partnering with Anomaly LA," Meline explained.
Meanwhile, Anomaly LA's president Khara Wagner explained that the decision to take on the project was an "easy yes" given its brief.
"Everyone in the building has a memory of the brand. But everyone in the country just spent the last few years enjoying beer, wings, and sports at home. The challenge was to bring them back again or bring them in for the first time by showcasing the experience you can only get at Buffalo Wild Wings," she concluded.
Edited by Nikola Djuric