It’s no secret that Charlamange Tha God loves his Side Chiks, the juicy little chicken sandwiches from Krystal, but now he’s sharing it with the world through a new commercial. Starting December 5, 2022, fans can view this creative starring Charlamagne. The spot was produced by Krystal’s own in-house Creative Marketing Director Ajona “Jax” Camile.
“We had a very short turnaround for this shoot, but it was extremely fun to execute! Not to mention, Charlamagne Tha God was a pleasure to work with on this production,” said Ajona “Jax” Camile, Creative Marketing Director for Krystal. “I’m very proud of what we were able to accomplish and am excited for it to air this holiday season!”
The recent Krystal spot was produced with a small crew of 15 and was shot in New Jersey. The production used one of the most currently popular cinema cameras, the ARRI LF. This is the same type of camera that was used for the latest “Batman” movie, “YOU,” “The Umbrella Academy,” and other top box office movies and shows.
“From the concept ideation to scripting and casting, Jax was able to pull all creative aspects together seamlessly,” said Casey Terrell, Chief Marketing Officer for Krystal. “She’s such an incredible young talent and has really shined since joining our organization. She puts a fresh perspective on how we can drive our brand into the future and demonstrates a keen ability to flex and flow to meet the marketing needs of our company.”
In addition to producing marketing creative featuring leading influencers, Camile is also developing a 90-year retrospective on the remaking of the iconic Krystal brand.
Charlemagne Tha God is the latest celebrity to partner with Krystal as part of their marketing evolution. Charlamagne, also known as Lenard McKelvey, is a thought-provoking co-host of the nationally-syndicated radio show, ‘The Breakfast Club,’ heard by over 4.5 million listeners each week. He is also the author of the New York Times bestseller Black Privilege and released a second book, Shook One: Anxiety Playing Tricks on Me. His partnership with Krystal includes commercial appearances and a franchise agreement to further expand the brand.
The Krystal spot featuring Charlamagne was directed by Rock Davis, who has directed commercials, feature films and offered his vision as the director of photography on various projects. He has worked alongside industry giants such as Diddy, Nas, Mary J. Blige, Queen Latifah, DJ Khaled, Rick Ross, Ice-T, John Legend, Akon, Lil Uzi Vert, A Boogie wit da Hoodie, WizKhalifa, Wu-Tang, and more.
Commercial: HERE
Headquartered in Atlanta, GA, Krystal Restaurants LLC is the original quick-service restaurant chain in the South. Krystal hamburgers have been served fresh and hot off the grill on the iconic square bun since 1932. The company proudly sticks to the classics, but over the years, they’ve never been afraid to innovate.
Krystal has grown to be in 10 states with nearly 300 restaurants and continues to deliver a one-of-a-kind taste experience through their unique menu items that are offered at a great price. The company’s Atlanta-based Restaurant Support Center serves a team of more than 3,500 employees. In 2019, the company was selected to USA Today’s Top-10 Best Regional Fast Food List.
For more information, visit Krystal.com or follow on Facebook and Instagram.
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