IHOP is a brand that always has pancakes on the brain, and IHOP believes that everything would be better if it were all just about pancakes. For our first work for the brand, we seeked to capture this simple truth with three simple words: Pancakes, Pancakes, Pancakes.
“Pilots” spot opens on an airline pilot and his co-pilot going through the motions of their preflight safety check. But in an amusing twist, rather than hearing the expected technical aero-plane jargon, the pilots replace all their keywords with “pancakes” as it becomes clear that they’re re-routing the plane and all the passengers to IHOP for All You Can Eat Pancakes.
The 30-second “Pilots” spot will be supported with a 15-second cut down, radio, digital and social media activations that echo the commercial’s irreverent and eccentric tone and comedic obsession of having Pancakes, Pancakes, Pancakes on the brain.