Creative split screen food ad from @arbys

Two men, Anthony Anderson and Cedric the Entertainer, have a video call where they discuss and promote new Arby's sandwiches and their own AC Barbeque sauce. Through creative editing, Anthony 'pours' sauce from his screen onto Cedric's sandwich, and in return, Cedric 'passes' a whole sandwich up to Anthony's screen.

Creator: @arbys on Instagram

Video format

Split screen

Video outline

  1. Introduce shared product desire
  2. Fulfill desire via visual trick
  3. Reciprocate with a complication
  4. Solve with a creative twist

Hook overview

The video begins mid-conversation, immediately establishing a relatable scenario (a video call) and integrating the product as the central topic of discussion.

Verbal hook

Frederick, can you believe AC barbecue sauce comes with Arby's new quarter pound pulled pork and quarter pound chopped brisket sandwiches?

Visual hook

The video opens with a split-screen video call interface featuring two recognizable celebrities, Anthony Anderson and Cedric the Entertainer, immediately grabbing attention.

Hook strategies

  1. credibility

Payoff

The exchange is successfully completed, with both characters having shared and received the product. This provides a satisfying, symmetrical conclusion that reinforces the product as a positive, shareable experience.

Narrative framework

The Cross-Screen Exchange

Narrative framework logic

Two characters on a video call magically pass a physical product back and forth between their separate video windows, using a visual effect to create a sense of impossible connection and shared experience.

Narrative framework breakdown

  • frameworkName: The Cross-Screen Exchange
  • frameworkType: Standard Narrative
  • coreLogic: Two characters on a video call magically pass a physical product back and forth between their separate video windows, using a visual effect to create a sense of impossible connection and shared experience.
  • confidence: 95
  • pendingStatus: created

Topics: Food, Advertising, Restaurant

Concepts: Skit, Product Promo

Formats: Split screen

Elements: Masking

Account types: Brand, Personal Brand

Transcript excerpt

Frederick, can you believe AC barbecue sauce comes with Arby's new quarter pound pulled pork and quarter pound chopped brisket sandwiches? So good, man. Now good you please give me some of that AC best brown sugar sauce, please? Okay. Yes. Rank you, Anthony. Hey, Ced. Now give me some of that Chipotle smoked spicy barbecue sauce. I can't pour sauce up, so here. And now I got some

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