Dave's goes dark for its ultimate FOMO campaign

It's one thing to suggest a product you're advertising is 'to die for', but with their new campaign for Dave’s Hot Chicken, creative agency Party Land has taken the concept of FOMO fatalities to the next level.

Titled Don’t Die Before You Try It, the pair of spots tap into the word-of-mouth rise of the fast food joint from its East Hollywood parking lot origins to investment from Drake, and present people mourning the fact that their loved-ones never got to try the tasty sandwiches before their untimely passing.

Leaning into the darkness with a wicked sense of humour, World War Seven directing duo MAMA play up on the 'are they really going there?' proposition, making for funny films that are eminently sharable.