BUFFALO WILD WINGS | EVERY SPORT
Concepted and wrote a 2015 Buffalo Wild Wings spot featuring William Zabka reprising his iconic role from The Karate Kid — years before the cultural revival that became Cobra Kai.
The spot played off the universal truth that every sports bar always has one TV playing a "fringe" sport — and sometimes, you really don't want to change the channel.
By blending sharp observational humor with nostalgia-driven casting, the campaign not only earned laughs, but may have helped spark renewed public interest in Zabka’s character, preceding the launch of Cobra Kai by several years.
An example of how brand storytelling can quietly shape broader pop culture.
DIRECTOR: WAYNE MCCLAMMY | AGENCY: CHIAT, LA
BUFFALO WILD WINGS | WING WISDOM
Helped concept, write, and launch Buffalo Wild Wings’ #WingWisdom campaign — making B-Dubs the definitive fan destination for March Madness.
Created a series of contextual, real-time spots featuring Steve Rannazzisi (The League), airing throughout the tournament and blending live game energy with comedy and bracket wisdom.
Led one of the campaign's most memorable moments: a targeted ad buy during overtime that simulated a DVR glitch — tricking viewers into thinking their recording had stopped, before revealing it was a B-Dubs prank reminding fans that the best way to experience games was live at the restaurant.
The stunt sparked genuine panic, laughter, and massive buzz — proving that Buffalo Wild Wings wasn't just watching March Madness… they were part of it.
DIRECTOR: WAYNE MCCLAMMY | AGENCY: CHIAT, LA
PRE-TOURNEY "PIZZA TO YOUR HOME?"
Buffalo Wild Wings is the place to watch all the games with your friends, provided your friends don't bring Ellis. that dude's just not right.
OVERTIME "DVR"
A real-time TV stunt for Buffalo Wild Wings during March Madness overtime games — using a targeted media buy to reserve the first commercial slot after regulation ended.
The spot simulated a DVR glitch, freezing the screen and triggering a fake "Keep/Delete?" prompt — sending viewers into panic before revealing it was all a B-Dubs prank.
The message: if you’re watching from home, you risk missing the biggest moments. At Buffalo Wild Wings, you’ll always catch the action live.
A perfectly timed cultural stunt that turned sports fan anxiety into brand loyalty.
SELECTION SUNDAY "BRACKETS"
Is it wrong to fill out multiple brackets?
CINDERELLA STORY "CHEESE CURDS"
Cheese curds are the cinderella story of fried food.
SWEET 16 "SWEAT 16"
We legally couldn’t say “sweet 16,” so we changed it to sweat.
ELITE 8 "HARDWOOD"
To the victor goes the floorboards.
FINAL 4 "BANDWAGON"
Harken back to days when people spoke funny and hopped on bandwagons with circus clowns.
BUFFALO WILD WINGS | FOOTBALL RICH
Concepted and wrote Football Rich, a parody-infomercial campaign starring Steve Rannazzisi (The League) and NFL legends Emmitt Smith and Bill Cowher.
Directed by Neil Brennan (Chappelle’s Show), the spots poked fun at late-night "get rich quick" ads, offering fans a different kind of wealth: a full 17-week season of football at Buffalo Wild Wings.
The campaign extended across TV, digital, social media, and in-store activations — reinforcing B-Dubs as the ultimate destination for NFL fans all season long.
DIRECTOR: NEAL BRENNAN | AGENCY: CHIAT, LA
🏆 Awards: D&AD wood pencil, branded content & entertainment
FOOTBALL RICH
BUFFALO WILD WINGS 17-WEEK PROGRAM WILL PUT YOU ON THE ROAD TO FOOTBALL RICHES AND ALL YOU HAVE TO DO IS WALK THROUGH THE DOOR. STILL SKEPTICAL? LISTEN TO EMMITT SMITH.
FANTASY FOOTBALL RICH
HOSTING YOUR DRAFT PARTY AT B-DUBS WILL INSTANTLY MAKE YOU FANTASY FOOTBALL RICH. JUST ASK BILL COWHER.
HOLIDAY GIFT CARD
THIS HOLIDAY SEASON, GIVE THE GIFT OF WINGS, BEER, AND SPORTS.
BUFFALO WILD WINGS | TYPE TREATMENT
When our original campaign talent publicly admitted to fabricating his 9/11 backstory — days before NFL kickoff — Buffalo Wild Wings had to immediately pull the entire Football Rich campaign.
With no time, no money, and a full media buy locked in, we concepted and wrote a fast-turn, scrappy solution: a series of contextual, topical type-driven spots that could be produced in-house to fill the airwaves during key NFL moments.
The result: we kept B-Dubs relevant throughout the season, maintained our fan connection, and turned a potential brand disaster into a quiet win through speed, creativity, and cultural instincts.