“It’s time to get progressive, bruh.”

Inspired by the cultural phenomenon of “Galentine’s Day,” a celebration of female friendships on Feb. 13 from the hit sitcom Parks and Recreation, Jack Astor’s Palentine’s Day is its male equivalent, set for today, the day after Valentine’s Day.

The celebratory neologism is based around the notion that the brand’s target of Gen Z is more comfortable with the idea of expressing platonic love for their bros, which one actor points out in a new social spot created by agency partner The Garden.

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The video shows a group of guy friends doing stereotypically “guy” things (beer pong, video games, and munching on Jack’s burgers and chicken tenders), while also comfortably expressing affection.

The spot deliberately eschews the polished look and feel of traditional brand videos on social, opting for a more organic DIY like the mobile phone videos that content creators post.

“Instead of being constrained by budgets and timelines, we wanted to create nimble content in order to be more responsive to all the events of a fun and fast-moving restaurant like Jack’s,” says Lindsay Eady, CD, The Garden. “Social content isn’t entertaining because it’s perfectly lit, coloured and cut.”

Galentine’s Day has become so celebrated, says Anesie Johnson VP of marketing and communications at Jack Astor’s parent SirCorp, that it was timely and relevant to do something similar for “bros.” It’s also an occasion the casual dining chain has the chance to own.

Jack Astor’s is also inviting its young audience to celebrate Palentine’s Day with a “bromantic” dinner special, which includes a free beer pong set with every order.  Viewers can also tag a friend for a chance to win a $100 Jack’s gift card every day for one week. The media agency is Cairns Oneil.

Credits

Campaign Title: Palentine’s Day
Client: Jack Astor’s (SirCorp)
Vice President, Marketing: Anesie Johnson
Assistant Digital Media Manager: Amanda FarrowCreative Agency: The Garden
Chief Creative Officer: Shane Ogilvie
Chief Strategy Officer: Shari Walczak
Creative Director: Francheska Galloway-Davis
Creative Director: Lindsay Eady
Art Director: Mriga Suchdeva
Copywriter: Nuala Murray
Strategy Director: Jenn Munoz
Director: Clay Stang
Editor: Brett Rostrup
Music: David Henriques
Business Lead: Tina Obersnel
Project Lead: Julia Zammit