The latest ads in Carmichael Lynch's master and apprentice campaign for Steak 'n Shake continue to use sound effects and choice props to comic effect.
This time, the main featured sound effect is the comically exaggerated air karate chop. The latest series of wooshes reminds us fondly of Weird Al's absurd dance sequence in his 1988 parody of Michael Jackson's Bad ("Because I'm fat …"). As for the prop, it's a black blindfold that Master wears in his "Pin the tail on the donkey" like search for a milkshake in the desert. The tagline remains, "Hunger wisely."
As with last year's spots, these were directed by Harold Einstein.
Client: Steak ‘n Shake
Spots: "Kung Fu Elbow," "Blindfold"
Agency: Carmichael Lynch, Minneapolis
Chief Creative Officer: Dave Damman
Executive Creative Director: Marty Senn
Art Director: Matt Pruett
Art Director (Food): Teela Shandess
Writer: Nick Nelson
Director of Production: Joe Grundhoefer
Executive Content Producer: Freddie Richards
Senior Content Producer: Jon Mielke
Producer (Food): Jenny Barnes
Business Manager: Vicki Oachs
Account Service Team: Stacy Janicki, Sarah Brehm
Senior Project Manager: Lisa Brody
Postproduction Company: Dummy Films
Director: Harold Einstein
Executive Producer: Eric Liney
Director of Photography: Ramsey Nickell
Edit House: Arcade Edit, New York
Executive Producer: Sila Soyer
Editor: Dave Anderson
Assistant Editor: Mark Popham
Online Artists: Tristian Wake
Colorist: Tim Masick
Sound Design: Butter & Heard City
Audio Post: Heard City
Mixer: Keith Reynaud
On-Camera Talent: Mark Montgomery (Master), Alex Miles (Apprentice)
Voiceover Talent: Tom Hair