Outback's 'Steakcation' Campaign from Mischief Hilariously Highlights Post-Holiday Blues

Outback Steakhouse is tackling the post-holiday blues in its hilarious campaign promoting its limited-time deal.

Helmed by creative agency Mischief, "I Wish You Were Steak" is marked by several comedic spots that show a family having a "staycation" from their home.

However, not all are taking it well, having misinterpreted their stay-in family time as a "steak-cation."

The latest efforts hope to tout the restaurant chain's Steak-cation deal, with a meal that comes with chopped steak, an 18 oz. bone-in ribeye, or a blooming French onion sirloin for an introductory price of $14.99.

 

 

 

 

 

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While the promo is pretty straightforward, Outback sought to inject deadpan comedy into its spots to bring laughs to its viewers — letting its brand identity truly shine.

As Outback Senior Director of Growth Marketing Leah Burgess puts it, the initiative is "a weird emotional roller coaster you didn’t expect to take but are totally delighted by."

Behind the success of these creative efforts are creative agencies like Mischief that know how to take a brand’s unique personality and amplify it, putting together humor, cultural relevance, and strategic messaging to ensure campaigns leave a lasting impression.

A Punny Miscommunication?

The 30-second hero spot starts with an introduction to the Steak-cation deal, showcasing mouthwatering shots of each steak you can get from the offering. 

"It's better than a staycation at home," the narrator says.

Viewers are then taken to a living room, where tensions rise among family members playing a board game. 

"I thought this was a STEAK-cation. Not a staycation!" the eldest daughter dramatically shouts, as she flips over the board game and storms to her room.

Her father follows her upstairs in an effort to console her. 

However, the daughter asks her father to go away, telling him: "I wish you were steak!"

Upset, the father dejectedly responds, "Me too," as the ad ends.

Using dramatic scenes to enhance comedy is a strategy often used by brands to better connect with their audiences.

Previously, McCain Foods launched its new frozen snack "TAST!EZ" with a hilarious spot starring "The Office" actor Leslie David Baker.