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'Holy Pancakes!' Eric Wareheim Directs Bizarre Comedy Spot for IHOP

The Droga5-created ad spies the new King’s Hawaiian French Toast in its natural habitat

'Holy Pancakes!' Eric Wareheim Directs Bizarre Comedy Spot for IHOP

‘Breakfast Watchers’, a new TV and online spot created by Droga5 New York, was unveiled on Monday, April 2nd to promote IHOP’s limited edition King’s Hawaiian French Toast, which will be available in stores nationwide in four delectable combo varieties: Original, Cinnamon, Strawberry & Banana and Croque Madame.
The spot was shot by actor, comedian, musician, writer and director, Eric Wareheim, who is one half of the comedy duo Tim & Eric. It was produced by production company, Prettybird.

The film opens on a picturesque scene of a wholesome father and daughter in the middle of a forest, bird watching. Or so we think. As the story unfolds, we realize that it’s not birds they’re spying through binoculars, but breakfast - and specifically pancakes. We watch as they enthusiastically discover IHOP’s blueberry pancakes and original buttermilk pancakes. The daughter then scans the forest and is shocked to find a new and exotic-looking breakfast item as she exclaims, “Holy pancakes! Look at that pancake, dad!” They’re immediately corrected by a rugged Breakfast Hunter whose been in full camouflage next to them the whole time. One can only venture to guess how long he’s been tracking this dish as he explains to them that they have, in fact, discovered the new King’s Hawaiian French Toast Combo from IHOP. He hands the little girl his “forkbow” as he proceeds to sprint towards this rare and delicious dish to capture it with his bare hands.
The 30-second and 15-second cuts of the 'Breakfast Watchers' spot will run on TV nationwide, while the long-form will run online and across social channels. The campaign will be further supported through radio, digital and social media activations that echo the commercial’s irreverent and eccentric tone and reinforce the theme of rarity. This includes a social video series teaching viewers how to perfect their ‘breakfast calls’ to ensure they’re able to find the new King’s Hawaiian French Toast.

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Advertiser: IHOP

Chief Marketing Officer: Brad Haley

Clients: Executive Director, Consumer Marketing: Michael McCarthy / Marketing Analyst: Amanda Tostado

Creative Agency

Creative Agency: Droga5 NY

Strategist: Alex Cohen

Producer: Forrest Holt (Film), Madison Goldberg (Interactive)

Executive Creative Director: Scott Bell

Senior Art Director: Christian Chico

Senior Copywriter: Nic Bauman

Data Strategy Director: Ryan Miller

Director of Communications Strategy: Elizabeth Hartley

Director of Business Affairs: Jocelyn Howard

Group Project Manager: Bill Wilson

Associate Design Director: Nate Moore

Communications Strategist: Parks Middleton

Co-Directors of Film Production: Jesse Brihn, Bryan Litman

Associate Account Manager: Janelle Whitehurst

Business Affairs Manager: Abigail Press

Executive Group Director: Julian Cheevers

Data Strategist: Robert Cohen

Junior Art Director: Jackie Moran

Junior Copywriter: Scott Minniear

Group Strategy Director: Katy Alonzo

Account Supervisor: Doug Keith

Designer: Albie Eloy

Executive Producer: Amanda Revere (Film), Ryan McGrath (Experiential)

Creative Chairman: David Droga

Production Company

Production Company: Prettybird, (Tabletop) Woodshop

Director: Eric Wareheim, Trevor Shepard (Tabletop)

Producer: Ursula Camack (Tabletop)

Line Producer: Bridgitte Pugh

Executive Producers: Kerstin Emhoff (Prettybird), Ali Brown (Prettybird), Sam Swisher (Woodshop)

Head of Production: Earl McDaniel


Edit Company: Cut + Run

Editor: Robert Ryang

Senior Producer: Marcia Wigley

Post Production / VFX

Post Production Company: The Mill New York

VFX Supervisor: Kathy Siegal

Executive Producer: Luis Martin


Music Company: Butter


Sound Company: Heard City

Sound Engineer: Evan Mangiamele

Category: Convenience , Food

Genre: Comedy , Dialogue , People , Storytelling