Chewing the fat

This is the 10 ounce Kingburger from the appropriately named Fatburger chain of fast food. You may be wondering why I'm showing you this. I know it's an image that has long been forgotten. But as some you may know I'm in the final stages of Döstädning, Swedish Death Cleaning. 

That's when I came across this...

Not sure the statute of limitations has run out, but I have thoughtfully redacted the name of the smart account person at Chiat/Day who collaborated with me on this, a long shot to capture Fatburger as an AOR and start our own shop. 

You might have also notice the date of this clandestine presentation was 2001, 25 years ago. 

Due to the many one-way meeting of the minds I had with our CEO at the time, a man who was also known by the moniker or a certain gin drink, I had the sneaky feeling my time at Chiat was coming to a inglorious close. And so I started looking at other options. Actually, the minute someone starts working at an ad agency they tend to look at other options. 

It's similar to the long held industry maxim that, "The day you win an account is the day you start losing it."

There's not much that distinguishes one burger joint from the next, but Fatburger had a couple of things going for it. Magic Johnson was a partial owner. They had American blues music embedded in their DNA. And they had a 10 ounce burger, the biggest single patty burger of any chain. 

The ads, especially the outdoor boards, practically wrote themselves.

We even had newspaper ads (Or, adlike objects in the vernacular of the day) like this:

That's just a small portion of the work in a spiral bound book that's more than 1/2 inch thick. The thinking at the time was, "we can't compete in terms of research, media, staff and revenue, so we'll just overwhelm with the work that made you smile and maybe even hungry."

They had no appetite for what we were cooking. 

Or any other agency, for that matter. 

When was the last time you saw an ad for Fatburger?