Benny’s Homage To The Biggest Little
The new Benny’s television spot — more like a love letter to Rhode Island — has been out for less than a day and already it has over 3,000 hits. “The Biggest Little State in the Union” revives a much-loved jingle from the 80’s. The Providence Journal article includes a national news story from the time about the original ad. Unlike other state tourism campaigns of the time, ours was only shown on local television stations, to us. It was created solely so we could cheer ourselves up. The original songwriter, PR executive Bill Comeau, has a cameo in the new ad. And, no, the slogan doesn’t actually make any sense.
It is impossible to overstate the affection Rhode Islanders have for Benny’s. And, whether by accident or design, they keep making excellent marketing decisions. (I have three of those t-shirts and I never wear labels.) Benny’s seems to be lodged next to McCoy Stadium somewhere in the “this-is-perfect-don’t-ever-change” portion of my brain. Branch Avenue rules!
For the ad the song has been re-recorded by that quintessential Rhode Island band Steve Smith and the Nakeds, and it sounds great. If I have any complaint with this whole thing it’s the high production values — both video and sound production. We don’t want Benny’s getting all fancy. Finally, kudos to Dante Bellini of RDW Group for getting it so right.
And I do hope they run off a few “Benny’s: Reykjavik” t-shirts.