Saucy chicken chain Zaxby’s has teamed up with Swedish actor, filmmaker and martial artist Dolph Lundgren to promote its new Fried Chicken Philly.
The spot is set in Philadelphia, at the east entrance of the Philadelphia Museum of Art, where the famous Rocky Steps are. A man clad in a red tracksuit is shown climbing the last of the 72 steps and, once the camera pans to his face, revealing that he is Dolph Lundgren, he says “You were probably expecting to see someone else on these steps and probably also expecting a plain old Philly cheese steak”. “Well, I’m not him and Zaxby’s Chicken Philly… it’s not that,” he adds, showcasing the Zaxby’s Chicken Philly he holds in his hand. He goes on by saying “We’re built different and this Philly is filled with delicious fried chicken”. Looking at the sandwich, he then warns it he must eat it and takes a moutful from it.
As the spot ends, Dolph Lundgren is shown standing on top of the Rocky Steps, with Rocky music playing in the background. However, his red track suit features the Zaxby’s logo imprinted on the back of the sweatshirt.
“Finally, the Philly done right” he says in voiceover.
Each year, tens of thousands of people recreate the scene from the legendary movie and make the trek up the 72 legendary steps.
Zaxby’s Chicken Philly is made with hand-breaded Fried Chicken, White American cheese, Grilled Onions and Peppers, and Garlic Aioli on a toasted hoagie roll and is available at participating locations for a limited time only, starting at $7.29.
“Finally the Philly done right – and it took a Southern brand famous for its fried chicken to do it,” said Patrick Schwing, chief marketing and strategy officer at Zaxby’s. “We’re so confident in our Fried Chicken Philly that we believe even die-hard Philadelphians will agree that it’s undeniably delicious.” Schwing added.