El Pollo Loco: The Crazy Chicken-Keith shines

The sun shines silver off the Chrysler Building  almost as much as Keith shines with the thrill of creating very fast. He clearly loves his job. The ideas between he and John flow so freely...it's like chemistry between actors...it just happens and you thank God for it.

El Pollo Loco is a fast-food chain out West. Keith was asked by Bernie to head the pitch and he brought in John. The visuals would be cartoon-like. The headlines could be as crazy as John could make them.

Keith

'Let's get a signature ad down. This will set the main theme for the chain and we need a tone.'

John

'Well, since they're called the crazy chicken in Spanish, the tone could be in your face....like a teenager.'

Keith is an axcellent illustrator and begins sketching.

John

'What made the competition turn chicken. ...could talk about how their chicken is so good the other fast food restaurants are trying to keep up.

Keith

'o.k.'

Keith shows a illustration of a chicken in running shoes.


John

'Ooo. What made the chicken cross the road? El Pollo Loco!  The idea that they only take the best chicken.'

Keith shows another illustration of a chicken on a throne.

John

'Let's talk Pecking Order.'   Again, the idea that they make chicken better.


John

"would you want to do a visual with chicken feed. Headline could talk about how cheap it is to eat there.'

Keith

"Flesh that out.'

Keith finishes another illustration and shows John.

Keith

'Here's the illustration for your 'what made the competition turn chicken. idea'

Keith's visual has a muscular chicken with an El Pollo Loco flag.

John

'Compared to El Pollo Loco, their chicken is for the birds.'

John keeps writing.

John

'Listen you dumb cluck.
There is no other white meat.'

John writing.

John

'Get fried...then come for our chicken.
El Pollo Loco is open 'til 2am'

Like a club visual or something to attract the gang that is out late partying.

'Which came first...the El Pollo Loco or the egg?'

Keith

'That's a cab ride.'

John

"what'

Keith

'The idea is so far out...it takes a cab to get there.'

John

'k'

John writes more.

John

A visual of a bunch of people in a car 'If El  Pollo Loco's name doesn't come up...squawk.'

Keith

"this is good. I'm gonna get the art department going on these.  Do you know how good we are together?'

John

'No I'm an insecure mess. But it works for me.'