You’ve seen him. He’s massive, he’s CGI, and he’s voiced by Beck Bennett. I’m talking about Hank, the breakout star of the latest Buffalo Wild Wings ad campaign that seems to be playing on every single screen during every single game day.
It’s honestly kind of weird when you think about it. Most restaurant commercials are just slow-motion shots of melting cheese or steam rising off a plate. But B-Dubs decided to go a different route. They gave us a talking buffalo who hangs out on a couch and tries to convince people that "Let’s Go Sports" is a legitimate lifestyle.
The Strategy Behind the Buffalo Wild Wings Ad
The "Let’s Go Sports" campaign isn’t just a random creative whim. It’s a calculated move by Anomaly, the agency that Buffalo Wild Wings brought on to refresh the brand. Before Hank showed up, the brand was leaning hard into the "hitting the button" trope—the idea that the restaurant could control the outcome of a game. It was fine, but it felt a little dated.
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Hank represents a shift toward "fandom" rather than just the mechanics of the game. He’s the physical embodiment of the brand's mascot, sure, but he’s also that one friend we all have who takes the game way too seriously. The writing in these spots is surprisingly sharp. Instead of corporate speak, the buffalo uses the same dry, slightly absurd humor you’d find in a late-night sketch. This is how you win over a younger demographic that has been trained to ignore traditional advertising.
Beck Bennett’s voice acting is doing a lot of the heavy lifting here. If the voice was too "cartoony," it wouldn't work. By keeping the delivery deadpan and relatable, the Buffalo Wild Wings ad manages to feel like a piece of entertainment rather than an interruption.
Why Hank is Better Than a Human Spokesperson
Using a mascot over a celebrity is a classic business move, but it's risky. If the character is annoying, you’re stuck with him. Just look at the history of fast-food mascots; for every Ronald McDonald, there’s a Herb the Burger King (look him up, it was a disaster).
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Hank works because he doesn't feel like he's trying to sell you a chicken wing. He’s selling the vibe of the sports bar. In the commercials, he's often seen interacting with real people in mundane settings—waiting in line, sitting in the stands, or lounging at the bar. This juxtaposition of a massive wild animal in a suburban setting is a classic comedic trope that keeps the audience engaged long enough to actually see the "buy BOGO wings on Tuesdays" call to action at the end.
Breaking Down the "Wait, Is That Real?" Production
People often ask if the buffalo is a guy in a suit. Nope. It’s high-end CGI, and honestly, the lighting on the fur is better than it has any right to be for a wing commercial. The production team clearly spent a lot of time making sure Hank didn't fall into the "uncanny valley."
What’s interesting is how the Buffalo Wild Wings ad integrates live sports footage. These ads are designed to be "modular." They can swap out clips of a touchdown or a buzzer-beater depending on what season it is. This keeps the ad feeling fresh even if you’ve seen the main "Hank" segments a dozen times during a single Sunday afternoon.
The sound design is another layer that most people miss. Listen closely next time one of these pops up. There’s a specific ambient "bar noise" track that runs underneath Hank’s dialogue. It’s designed to trigger a psychological response—the sound of glasses clinking and distant cheering makes you subconsciously crave that environment. It’s a subtle trick, but it’s effective.
The Impact on the Bottom Line
Does a talking buffalo actually move the needle? According to Inspire Brands (the parent company of B-Dubs), the answer is a pretty loud yes. Since the "Let's Go Sports" campaign launched, the brand has seen a significant uptick in brand recall scores.
People are actually talking about the commercials on social media, which is the holy grail for a marketing team. When people start making memes out of your mascot, you’ve basically won. You aren't just paying for ad space anymore; you're getting free distribution from the fans themselves.
But it isn't all just about the jokes. The ads are very strategic about highlighting specific promotions. You'll notice Hank often mentions the "Boneless Thursdays" or the "All-You-Can-Eat" deals. By wrapping a hard sell in a funny wrapper, they bypass the natural "ad-blocker" most of us have in our brains.
Facing the Competition
The sports bar landscape is crowded. You've got Yard House, local spots, and even places like Applebee’s trying to claim the "place to watch the game" title. This Buffalo Wild Wings ad serves as a defensive wall. It stakes a claim on the idea that Buffalo Wild Wings isn't just a place that has TVs—it’s the "official" home of sports fans.
Some critics argue that the ads are a bit "too much" or that Hank is a bit loud. But in advertising, being polarizing is often better than being boring. If you hate the buffalo, you're still thinking about the buffalo. And if you're thinking about the buffalo, you're thinking about wings.
Actionable Takeaways for Your Next Game Day
If you're heading out to B-Dubs because Hank convinced you, there are a few things you should keep in mind to get the most out of the experience without overspending.
- Download the Blazin' Rewards App. It sounds like a chore, but they dump "free 6-count wing" coupons in there more often than you'd think. It's basically the only way to make the prices feel like they did in 2015.
- Time your visit for the "Off-Peak" games. Everyone goes for the 1:00 PM NFL slate on Sundays. If you go for a Monday Night game or even a random Thursday night NHL matchup, the service is faster, and you actually get to pick your TV.
- Watch the promos closely. The ads usually announce the return of limited-time sauces (like the Truff hot sauce or the various "Blazin'" challenges). These usually only last for 4-6 weeks, so if you see Hank mention a specific sauce, it’s probably gone by next month.
- The "Buy One, Get One" deals are the real MVP. Tuesdays for traditional and Thursdays for boneless are still the best value propositions in the entire casual dining industry. Just be prepared for a crowd.
The genius of the Buffalo Wild Wings ad isn't just in the CGI or the Beck Bennett voiceover. It’s in the fact that it understands exactly who its audience is: people who just want a place to yell at a TV and eat something spicy. Hank is just there to remind us that it’s okay to be a little bit obsessed with the game.