How do you reignite interest in a restaurant most people only visit once a year? You tell them what they've been missing. And maybe light some things on fire.

For the 2022 Brand Refresh initiative, P.F. Chang's reentered the nationally televised commercial ad space after years of sitting on the sidelines. With pandemic-related restrictions lifting across the U.S., this was the perfect time to reach audiences in search of something beyond another night of takeout on the couch. Enter flames, excitement, and bold exploration.

Our main goal with these ads was to highlight the experience of dining out – the electric energy of a bustling dining room, the heat from the kitchen, and the company surrounding you. We needed to highlight all this and more in 15 seconds, leaving the viewer curious and galvanized to make a reservation. And, of course, we needed to leave them hungry for something they aren't likely to find anywhere else.