April showers brought karaoke power to Times Square earlier this week, as a 125-person flash mob conducted a karaoke sing-along to Arby’s Restaurant Group’s new digital ad. The video for Arby’s. It’s Good Mood Food., complete with lyrics and a bouncing roast beef sandwich to indicate pacing, was broadcast on the jumbotron in Times Square at 47th Street and Broadway. The group spoofed Gene Kelly’s dance in Singing in the Rain and helped spread a good mood to passersby.
“We wanted to inspire good moods and give people a chance to stop in the middle of their hectic day and have some fun,” said Bob Kraut, senior vice president, Advertising and Marketing Communications, Arby’s Restaurant Group, Inc. “Consumers are telling us that the jingle gets stuck in their heads. That got us thinking, where better to perform it than in Times Square to uplift people.”
Arby’s new advertising campaign, featuring the Arby’s. It’s Good Mood Food. jingle, launched last month, and brings to life the brand’s new positioning, “exciting tastes you can feel good about, every day.” The satirical new spots feature a character named R.B., who helps seemingly opposite couples – a snowboarder and a skier, a dog owner and a cat owner and a cowboy and a city slicker – find common ground over Arby’s food. R.B. is a nod to the Raffel Brothers, who founded Arby’s in 1964.