Set to Lukas Graham’s “7 Years,” the film uses birthdays and family reunions to invite diners back to the table.
P.F. Chang’s has released a brand film about the milestones people celebrate over a meal. Set to Lukas Graham’s “7 Years,” the spot follows a diner through different stages of life, from birthday celebrations to family reunions. It invites people who grew up visiting the restaurant to return with their own families.
Familiar dishes help link the scenes. Chang’s Lettuce Wraps appear alongside the Great Wall of Chocolate with its sparkler, the kind of detail that can turn a dessert into part of a birthday ritual. The film uses those recurring cues to show how a restaurant visit can carry a different meaning as guests get older.
The campaign reflects a shift in the chain’s marketing since Holly Smith became chief marketing officer in January. P.F. Chang’s says it is putting more emphasis on the dining experience and the stories behind its dishes. The new spot makes that approach concrete by showing what people do around the table, with the food as part of the occasion.
Mark Skala of Skalawag Productions produced and edited the film in partnership with the brand’s marketing team. The full version is available on P.F. Chang’s YouTube and social channels. Shorter versions will run across connected TV, streaming and social media.
