BO KNOWS…BURRITOS

I have no love for Moe’s. And even less for this spot. Seriously people, Bo Bice? The man only has 1,062 fans on Facebook. That’s 2.6 Bo Bice fans for every Moe’s location.

Here’s what I would’ve done:

1) No Bo. This one’s…oh, who am I kidding? This one’s a giant softball, sitting on a tee. It couldn’t be easier. So instead of stating the obvious, I want to say that the only thing in the spot worse than Bo is the lame bodyguard bit. If you’re going to have it, commit to it. Don’t toss it off with “hey guys, relax.” Hell, given the value message at the end, you could mine Bo’s “tour stop” with comedic results. Do it in a way that’s self-parody and Bo might have even been down for it.

2) Embrace the kitsch. Moe’s is the place where menu items are named Joey Bag Of Doughnuts and Art Vandalay. It’s about as far away from Southwestern cuisine as you can get. So why not embrace the food’s fauxness? I’d probably play up the eccentricity of the joint and have some fun. Skipping the easy Western puns Moe’s usually defaults to, I’d go for the 90s zeitgeist.

3) No Bo, The Encore. I don’t really care if Moe’s lets Bo be himself. Instead of squandering a few seconds at the end like this spot did, I would’ve used the time to pay off my concept better or, at the very least, spent a little more time on the value message. When it comes down to it, you can do a lot in four seconds.