Buffalo Wild Wings' New Mascot? A Snarky Buffalo With Wings
Would casting a buffalo with wings as the sassy spokescreature for Buffalo Wild Wings be too on the nose? Well, yes. But Anomaly did it anyway, through the miracle of CGI, in its first work for the venue tagged "Let's Go Sports Bar."
"And no I don't love Bdubs just because I'm a buffalo with wings," the critter quips in the :30 below. "Frankly, that's offensive and reductionist."
Bdubs is a nickname for the place. Ads teach us so much. Also, the buffalo's name is Hank, and he's voiced in every-bro/snarky style by SNL alum Beck Bennett.
The sight of that wooly bully strutting among the diners is ... Memorable? Brilliant? Stoopid? Oh, it's no fantasyland where everyone has hands for heads, like Anomaly's work for Topgolf. Still, Hank should raise a few smiles.
"When a brief like this comes in it's an easy yes," says Khara Wagner, president of the agency's L.A. office. "Everyone in the building has a memory with 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."
If that includes a brand-boosting bison who heckles games playing on the bar TV, count us in!
"Because of the nature of what was in camera (everything but the buffalo) and what wasn't (the buffalo), we ended up with nearly infinite variations of each scene," recalls Anomaly L.A. CCO and partner Josh Fell. "Dialogue from take 4 could be used on video from take 1 and on and on. So, we leaned into it."
Narrator Beck was on set "so that he and the other actors could find the natural rhythm of the jokes," Fell says. "With Beck's SNL background, he's an endless source of riffs and improv, and knew how to bring that out of others. And man does he commit. His performance in 'Hank Song' is one of my favorite earworms ever."
"It's incredible, the amount of comments you can give (and we did!) when every piece of the actor can be changed at all times" during the editing process, Fell says.
"It was crucial to [animation studio] Untold and to us that we kept it as realistic as possible. Like, he has no top teeth. Did you know buffalo don't have top teeth? But at the same time, Hank had to perform shame and excitement and anger and joy. Untold were amazing and amazingly patient with us as we helped find the line."
"At the end of the day, we have a new best friend in Hank and the foundation for what we know is going to be a long, ridiculous and ridiculously crafted story to tell," he says.
Brand: Buffalo Wild Wings
Brand President: John Bowie
CMO: Tristan Meline
VP, Category Management: Jeff Baker
VP, Integrated Marketing Communication: Jared Bradley
Director, Advertising: Kristen Bowman
Associate Manager, Advertising: Josh Chang
Associate Manager, Advertising: Hannah Bartle
Agency: Anomaly L.A.
Managing Partner/President: Khara Wagner
Partner/Chief Creative Officer: Josh Fell
Partner/Chief Strategy Officer: Aisea Laungaue
Creative Director: Daniel Chen
Creative Director: Jimmy Burton
Sr. Copywriter: Adam Crouch
Sr. Art Director: Kyle Chin
Copywriter: Kevin Broberg
Art Director: Sarah Redmond
Head of Production: Erika Madison
Executive Producer: Helena Miller
Senior Producer: Christine Hurty
Associate Producer: Chloe Hurckes
Associate Producer: Laura Richey
Head of Brand Strategy: Nika Rastakhiz
Head of Communications Strategy: Johnny Corpuz
Communications Strategy Director: Will Millar
Associate Strategy Director: Sarah Cartwright
Brand Strategy Director: Justin Clagette
Group Business Director: Kylie Wu
Business Director: Meghan Miloradovic
Account Director: Michael Gobo
Account Supervisor: Monique Luster
Head of Business Affairs: Jana Nauman
Business Affairs Manager: Svetlana Minassian
Head of Creative Resourcing and Project Management: Chris Greve
Project Director: Michelle Yee
Project Manager: Hannah Cartelli
Production Company: Smuggler
Director: Tony Yacenda
Executive Producer: Patrick Milling-Smith
Executive Producer: Brian Carmody
Executive Producer: Sue Yeon Ahn
Head of Production: Alex Hughes
Producer: Benjamin Gilovitz
DOP: Adam Bricker
PD: Leigh Ann Reagan-Barnes
Editorial: Arcade Edit
Editor: Laura Sanford
Assistant Editor: Paulo Miramontes
Cutting Asst Editor for socials: Paulo Miramontes
Producer: Wendy Umanzor
Executive Producer: Crissy D'Simone
HOP: Megan Dahlman
Animation + VFX + Finishing: Untold Studios
VFX Studio: Untold Studios
EP: Sophie Harrison, Carl Phillips
Producer: Helen Tang
Producer: Jordan Malonga
Executive Creative Director: Dave Fleet
Creative Director: Adam Droy
VFX Supervisor: Alex Grey
Character Supervisor: Chloe Dawe
Head of Animation: Tim Van Hussen
VFX Lead: Kanishk Chouhan, Gez Wright, Alex Doyle
VFX Artists: Lewis Pickston, Andreu Lucio, Bhavesh Budhkar, Emma Lepuil, Florian Rigollet, Thomas Huizer, Burjis Shroff, Naren NV, Natasha Santiparp, Ria Banerjee, Rachel Bosc - Bierne, Amelia Sturdy, Murali Krishna, Gez Wright, Phillipe Moine, Antoine Mariez, Aniket Pitale, Liv Donlan, Vinay Sharma, Sauce Villas, Cloe Adenot, Rosie Ashforth, Loic Resplandy, Mala Lal, Andrea Lacedelli, Amanda Cheung, Cameron Johnson, Rebecca Clay, Paul Stirling, Emine Arkin, Kia Coates, Emre Samioglu, James Russel, Greg Zolnowski, Jack Bond, Abhishek Changkakoty, Carlo Carfora
Online: Rich Harris, Dave Rose, James Pratt, Pete Hughes
Mix + Sound Design: LIME
Sound Designer: Peter Lapinski
Executive Producer: Susie Boyajan
Associate Producer: Cassie Underwood
Composer: Seth Olinsky
Music Post Producer: Maggie Flatley
Music Editor: Justin Miller
Color: Mom & Pop
Digital Intermediate Colorist - Shane Reed
MOM&POP Executive Producer - Ali Reed