Lucky Post Knows It’s Easy to “Choose” with TGIFriday’s via The Richards Group

A docu-style spot turns the classic product comparison on its head in TGIFriday’s “Choose,” where everyday people confirm that in the contest of tiny vs. big, the large ribs always win. Lucky Post worked with agency The Richards Group to show unsuspecting participants delivering the delicious “ah-ha” moment.

Volunteers lined up at the pop-up event to receive massive or micro ribs. Editor Elizabeth V. Moore helped design a story that captured both the humor and results of “Choose,” while sound Designer Scottie Richardson voyeured through the raucous event, sharpening the unscripted conversations that echo the tasty sentiment.

“It was exciting to be a part of this new creative approach for TGI Friday’s using real consumers and genuine reactions,” says Moore. “There were so many authentic moments in the footage, we had our own ‘choosing’ to do to find those golden ones.”