The Divine Order

Creating local advertising can be fun. There’s less hierarchy, fewer rules and no focus groups. But one must wear many hats, get paid less and work with less. Entering into this project, hungry to make something memorable on a micro budget, we wanted to spread the word that the only rival for this Mystic, CT-based cucina, isn’t other restaurants—it’s home cooking. With that, we set out to generate awareness and interest in a new restaurant that experienced multiple delays in opening due to the pandemic and supply chain-related issues.

Shot in our garage, on-site at the restaurant, and with a first-time actor as one of our leads, “The Divine Order” proves that ads — like cooking — don’t always need the most expensive ingredients. The spot launched in a movie theater near the restaurant during Barbenheimer. And it worked. According to management, restaurant visits after movies increased markedly with a notable boost in meatball sales.