The Drum Awards for Design 2022

Live in - hours - minutes

Lunch Decoys are back in Applebee’s latest ad from Crispin Porter + Bogusky - and this time they're Industrial Strength

Applebee’s has launched a new advert showing how fans of its new menu can get away from their day jobs to enjoy lunch, with an Industrial Strength Lunch Decoy replacing them while the sneak off.

Crispin Porter + Bogusky developed the campaign on the back of last year’s Lunch Decoy initiative; this year it is promoting Applebee’s new Lunch Combos menu with plastic decoys that are 20 per cent thicker to help you get out of the office for longer.

In the ad, Applebee’s tests the strength of the dolls against commonplace work hazards, such as annoying coworkers, coffee spills, and you know, surprise ninja attacks.

And as a bonus, Applebee’s are also tossing in a customisation accessories kit complete with moustaches and tattoos to help the dolls keep up with their owners' evolving style.

These inflatable decoys can genuinely be purchased on Amazon.com.

The campaign also comprises a 30-second TV spot and a long form web video, a landing page on applebees.com, banners, an email, and some custom content from the likes of BuzzFeed and the Huffington Post to drive purchasing.