Hooters largest franchise owners on the West Coast weren’t in love with the Hooters TV commercials provided by Hooters Corporate National Advertising Agency. So Black Lab Productions was charged with creating and producing TV spots that were not the Hooters “norm”. Irreverent, fun and creating something unexpected for Hooters was the mission. At the same time, the spots needed to sell food and drink. Creating and developing the spots around the servers of Hooters and actually casting real servers from Hooters gave the spots authenticity and gave the viewer a chance to get to know the personality of the brand. Additionally, bringing a bit of humor to Hooters through the TV spots was key to shifting the Hooters brand perception and sales back in a positive direction.
Click on the images below to view Hooters TV commercials: