The Call a Foul videos were fast-paced, funny, and totally on-brand. Each clip highlighted a “foul” no one talks about—
like the Double-Dipping, Double-Sauce Violation, and the Jump Ball – Last Wing Standoff. Fans instantly got it—and loved it. The call to action? Don’t sit this one out. Come to BJ’s, where watching the game feels like part of the madness. To deliver the laughs and unify the campaign, we introduced a totally unique character: a lovable, slightly intense 
ref/manager hybrid who blew whistles, called fouls, and stole scenes—making every foul feel like a full-court moment.

Lead Editor

Produced by Merit/Andrew & DBM Smarter Marketing