A&W RESTAURANTS

Since mid 2023, i’ve had ongoing work with Cornett as a freelance copywriter. I was tasked with punching up existing copy to add more comedy, conceptualizing new ideas for campaigns, and writing scripts for .30 and .15 spots.

I worked on two campaigns - “& THEN” and “LIVE A LITTLE

“LIVE A LITTLE” SCRIPTS

Let ‘em ride the sugar high. Live a little.

A blue collar husband and wife sit across from their young son in an A&W booth. He finishes drinking a THIRD root beer float, and then gets a crazy look in his eyes.

CUT TO: The kid standing on a table, pounding his chest, screaming ‘AHHHHHH’ 

The kid jumps down and punches a trash can a bunch of times. 

Campaign would be metal themed.

Turn arm day into mug day. Live a little.

Open on a ripped bodybuilder in one of those tiny tank tops sitting in an A&W booth. He holds up a root beer float in a frosted mug, inspecting it.

We hear his inner thoughts:

“Today was supposed to be arm day. Does lifting this mug count as arm day? It’s pretty heavy. Gotta be like… what… 35 pounds?”

He starts doing reps. Lifting the mug up and down to drink.

“Oh yeah. How many reps per float? Easily 8-10 reps. Calories? What.. like ten? It basically evens out. Good for me even. Today, arm day is mug day”

Call in the sub. Live a little. 

Open on a guy in a referee outfit CRUSHING an A&W burger on the sidelines. Huge grin on his face.

CUT TO - Rooty The Root Bear on the field trying to ref the game. The kids keep pelting him with soccer balls as he chases them around trying to wrangle them.

Be delusional. Live a little.

Open on a husband and wife ordering food inside A&W. Wife orders a meal first. The whole time she’s ordering the husband is scanning the menu, bursting with excitement.

Husband begins ordering, but gets excited and keeps adding items. More items. More items. The wife and A&W worker stare at him in disbelief.

BRAND MOMENTS

A&W launches a “spicy texts” hotline for those looking for hot singles (and doubles) near you. 

Looking for hot singles (and doubles) near you? The Mug Club Spicy Text Line has some steamy hot buns for you. You up? We aren’t open late, but we'll send you some spicy picks to keep you occupied till tomorrow ;). 

A&W uses Mug Club to prank couples 

Social media activation that engages influencers in the couples comedy/prank space on TikTok. Having one partner laugh and giggle while texting with Mug Club, and whenever the other asks who they’re texting, they just keep saying ‘Nobody’ - which is true. Eventually they tell em it’s Mug Club and they’ll treat ‘em to a rootbeer float for the prank. 

“& THEN” SCRIPTS

& Then… They Headbanged 

Open on two teenagers in heavy metal gear sitting in an A&W booth. They’re eating A&W and drinking the strawberry watermelon cream freeze. 

The kids are so excited they can’t contain themselves. 

“& then maybe they’ll play ravager!!” 

“Oh yeah and then maybe Billy Havoc will play the solo! BWEEEWEEEEEE!

They pause just long enough to take a LONG drink of the strawberry watermelon cream freeze. 

“Dad this strawberry watermelon cream freeze RIPS”

“Yeah just like Nasty Nate’s drum solos - DUN DUN DUN BOOM KAT 

“And then he’ll play-“

CUT TO REVEAL - The dad decked out in metal gear. Smiling and proud at passing the torch to his sons.

& Then… They Met Their Heroes

Open on three little girls in an A&W booth drinking watermelon freezes. They’re all wearing costumes of different characters. Basically an amalgamation of all the different wild kids shows out there but doesn’t look like any specific one. They’re clearly been at some kind of live kids show all day.

“AND then, Squeamy was all like Choogagooooo” 

“That’s SOO Squeamy. Oh and then the part where DuckleClump took out his bingle shield and was all like SWOOOOOO and and-

“And then what happened was - oh and then Turgis The Sprinkle Donkey was like all like hopping around”

CUT TO:

An exhausted dad in his own weird costume, listening, but SO confused.

& Then… He Never Finished The Story

Open on a group of hardened bikers sitting at an A&W booth. One of them is trying to get to the funny part of a story, but he’s too preoccupied with his root beer float. 

“AND THEN she said.. Oh man this float is so good… anyways ha ha okay THIS is the best part, and then.. Oh man the ice cream is so good…and then-”

CUT TO: Two other hardened bikers staring at him - annoyed.

& Then… The Craving Hit

Open on a pregnant woman in a booth drinking a root beer float with the remnants of a million burgers, fries, etc.. strewn across the table. 

She finishes the last sip of the float and SLAMS the mug down on the table - satisfied.

CUT TO: Her husband sitting across from her in the booth with 10 A&W workers behind him watching her in awe.

The husband says “and then the craving hit”

& Then.. The Joke Landed

Four friends laughing hysterically in a car while drinking Root Beer Floats. The spot starts RIGHT after one of them says a joke. One of them is laughing so hard that root beer comes out of their nose, which causes everyone else to laugh even harder. No dialogue.

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