New Dairy Queen Ad Features Franchisee

NEW YORK - Ice Cream chain Dairy Queen launched a new ad campaign this week from their new agency Grey. The ad takes aim at McDonald's by focusing on the DQ franchisee who is the heart of the neighborhood's family-friendly destination.

AdWeek, a news journal covering the advertising world, describes the commercial, Parent Day:

"Several kids are in awe when a parent explains that he is a Dairy Queen franchisee and is making everyone a Blizzard, an ice cream treat. Listening to the resulting hullabaloo are what would otherwise be amazing professionals in the eyes of children: lion tamer, astronaut and man hovering in a jet pack. The lion tamer turns to his lion and says, "Tough act to follow."

Michael Keller, chief brand officer of Dairy Queen, states,"By having the franchisee at the center of spot, for a lot people it's easier to relate to the hero in the community than someone who is an astronaut or spy."

The ad tries to take on McDonald's and others like it as big cold corporations as opposed to DQ's small business people at the heart of a community.

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