Director Matt Smukler of Los Angeles-based HELLO! ditches high-stakes football for chicken and biscuits in the new :30 “Coach” for Bojangles’ out of BooneOakley, Charlotte, NC. The spot for the North Carolina-based fast food chain features a fiery—and famished—football coach leading an entire stadium to Bojangles’; mascots and marching band beware. The campaign also includes :30s “Spelling Bee”, “Rose Ceremony” and “Sportscasters.”

In “Coach,” a football coach’s grumbling stomach interrupts his halftime pep talk. As his speech reaches a fever pitch, he triumphantly announces, “We’re still in this game. All we gotta do to win this game today, gentlemen, is to remember one thing: it’s Bo Time.” Waves of hunger and excitement reverberate through the stadium as the ‘Bo Time’ frenzy spreads to the football players, who race out of the locker room. The eager fans follow and the team mascot and band get trampled by the starving crowd. Once at the tailgating party, the team pours a five-gallon cooler of tea over the coach’s head in celebration. The spot closes on the “Bojangles’ Famous Chicken ‘n Biscuits” logo along with the super, “It’s Bo Time!”

The campaign also features the :30s “Spelling Bee,” “Roses” and “Sportscasters.” “Spelling Bee” shows a timid young spelling bee contestant declaring “B-o T-i-m-e!” as the answer to his question. The excited contestants and audience rush—and fly by bicycle—out of the auditorium to Bojangles’.

ABOUT HELLO!
Launched in June 2008, HELLO!, an innovative boutique production company sprung from HKM/Rockfight, combines international directorial talent with highly regarded industry vets running the Commercial, Music Video, Integrated and 3D divisions. Its compelling roster of directors has already produced fresh, award-winning work for top brands such as Ikea, Chase, Foot Locker, Campbell’s, Bojangles, Oral B and CVS. HELLO! is diverse enough to take on any producing challenge, saying “hello” to each new creative challenge and growing its brand with integrity. Check out their website designed by modernactivity in London: www.helloandcompany.com

Greet the HELLO! commercial roster: Didier Barcelo, Amy Berg, Evan Bernard, Daniel Börjesson, Rey Carlson, Mark Gilbert, jacobsbriere, Michael Patrick Jann, Vincent Jerome, Michael Karbelnikoff, Jakob Marky, Alexandre Moors, Matt Smukler, Syndrome.

Joy@HELLO!: Mehdi Norowzian

Music video/LIVE roster: David Barnard, Evan Bernard, Dick Carruthers, Andrew Huang, Garth Jennings, Christian Lamb, Asa Mader, Alexandre Moors, Aaron Platt, Syndrome, Martin Weisz.

Academy@HELLO!: Kim Gehrig, Jonathan Glazer, Tom Haines, Corin Hardy, Brothers Quay, Lynne Ramsay, Si & Ad, Walter Stern, Martin de Thurah.

Credits:
Client: Bojangles’
Title: “Coach” :30, “Spelling Bee” :30, “Roses” :30, “Sportscasters” :30
Airdates: Currently airing
Production Company: HELLO!, LA
Director: Matt Smukler
Managing Director: Line Postmyr
Exec. Producer: Carl Swan
Head of Production: Alexandra Chamberlain
Producer: Gayleen Sharon
D.P.: Tami Reiker
Production Designer: Jeff Higinbotham
Agency: BooneOakley, Charlotte, NC
Agency Producer: Craig Jelniker
Creative Director: David Oakley
Art Director: Matt Klug
Copywriter: Keith Greenstein
Editorial Company: Edit at Joe’s, Charlotte, NC
Editor: Joe Murray
Post Producer: Lisa Boolootian
Colorist: Charlie Tucker

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