Arby's Rhames it home

Arby's – Say It To Arby's Free Sandwich Face

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Agency Fallon/Minneapolis
Production Company Gifted Youth
Director Jake Szymanski

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Credits

powered by

Agency Fallon/Minneapolis
Production Company Gifted Youth
Director Jake Szymanski
Editing The Den Editorial
Editor Katie Cali
VFX Preymaker
Audio Post Sister Boss
Chief Creative Officer Leslie Shaffer

Chief Creative Officer Nikki Baker
Creative Director Joe Johnson
Creative Director Mike Behrends
Associate Creative Director China Levy
Copywriter Neil Lopez
Copywriter Manny Garcia
Art Director Steve Torres
Art Director Nat Elwood

Executive Producer Erin Kirby
Senior Producer Zoe Quadflieg
Associate Producer Monique Harbaugh Mazier
Audio Mixer Jeff Marcovis
Talent Ving Rhames

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We can imagine the pitch meeting: think Ring, but it's Marcellus Wallace instead of Sadako breaking out of the TV...

So marks the first on-screen appearance by Ving Rhames for Arby's, ten years after lending his voice to the brand. In Fallon's new spot, Say It To Arby's Free Sandwich Face, the imposing actor exploits his big-screen tough guy persona to be the 'face' of Arby's, literally force-feeding any mook that dares to disparage the brand's advertising.

Directed by Jake Szymanski through Gifted Youth, the spot is enjoyably surreal in its construction, breaking the 4th wall with another 4th wall (5th wall?) to create its biggest laugh.

“Ving Rhames has been part of the Arby’s family for so many years, we couldn’t be more excited to finally have him come out from behind the screen,” explains Ellen Rose, Arby’s Chief Marketing Officer. “There’s no one better to take on our skeptics than Ving and doing it during one of our biggest promotions just made sense.”

“The success of the We Have The Meats campaign is due in large part to the Arby’s brand voice," adds Joe Johnson, Creative Director at Fallon. "When the time came to bring Ving on-camera, we knew we had to do it in a way as brazen and self-aware as this now-iconic voice.

“[We've] been toying with the right time to reveal Ving on-camera. There’s only one time to be able to do this, and to do this in a big way. We’ve been waiting for a huge moment, and we’ve found it with Free Sandwich Month.”