• Ad Campaign
  • Ad Campaign

Ciao Mein

The Eternal Argument

As an experiment to turn an unused dining room into a form of revenue, The Hyatt Regency, Waikiki opened a new (and truly unique) restaurant. The idea was fairly simple, serve dishes from Italian and Chinese cuisine. But rather than offering two separate menus both styles were combined into unique dishes that complimented each other.

So how do you promote a new cuisine while at the same time build traffic for an unknown restaurant? Well just read on.

We did it by building upon a common dilemma that we all experience when trying to decide what style of restaurant to eat at. It goes something like this: "What do you want to eat?" "Italian?" "Nah." "How about Chinese?" (Sound familiar?)

Out of this came "The Eternal Argument" campaign. We found two spokespersons: Mao Tse Tung and Benito Mussolini, two people who probably never would have agreed on anything. But by integrating each person's political arguments with national eating habits, we were able to develop a unique personality for the restaurant rather than simply stating what was on the menu (although, if you look closely, we worked that in too).

The campaign used print media as well as TV to reach the masses. Within 60 days of the campaign breaking, the restaurant was booked solid for 6 weeks. And in that short time, became one of the most popular restaurants in town.

Due to its popularity, Hyatt Hotels opened other Ciao Mein restaurants in Hyatt Regency's all across the country - taking the ad campaign with them.

Quite the success story. Now if we could only decide on Mexican or Greek food for lunch, we'd have it made!

Produced while at Ogilvy & Mather.

View "The Eternal Argument" television commercial: