A&W's 'Not Much Else to Say' commercial targets young YouTube viewers with an ad that doesn't say very much at all. When it comes to young consumers, particularly those from Generation Z, brands do not have much time to get their point across before the viewer loses interest. This campaign perfectly caters to young consumers with a blunt and humorous approach.
In the Not Much Else to Say ad, the A&W manager character Allen explains that all of the chicken the brand uses is made without antibiotics. He then gestures to his Chicken Buddy Burger and adds: "there's nothing else to say." What follows is 20 seconds of Allen staring into the camera in complete silence. The ad perfectly conveys the company's message in a way that will appeal to young YouTube viewers with short attention spans.
A&W also adopts a similar skippable ad format with its 'Staring Contest' ad, which consists of Allen telling viewers that they can skip the ad or have a staring contest.
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