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For years, the deep, commanding voice of Ving Rhames has been synonymous with Arby’s, booming slogan “We have the meats!”. Now, in a new Arby’s commercial, the legendary actor has finally stepped out from behind the mic and into the spotlight for his first-ever on-screen appearance for the fast-food chain.
The 30-second spot, titled “The Skeptic,” opens with a man flipping through TV channels, inevitably landing on an Arby’s commercial featuring the familiar voice of Rhames. The man scoffs, muttering, “No one even eats at Arby’s anymore.” That’s when the screen shatters, and Rhames emerges in a dramatic fashion, ready to confront the skeptic about his Arby’s misconceptions.
The meta commercial is a twofer, created by the advertising agency Fallon as a way to address the occasional doubt about the chain’s popularity (who goes to Arby’s anymore?) and introduce the actor or rather, the man behind the curtain/the meats…for the first time.
Creative Director, Joe Johnson discussed bringing Rhames on: “There was never a plan to eventually show him—this really was born out of the opportunity to share the offer, and the insight around this group of skeptics. We’ve definitely had moments where we considered showing him on-screen. But we wanted it to be the right time, for the right idea.”
The ad has been met with positive reactions, with fans loving the twist and seeing Rhames’ larger-than-life personality on display. It was always the eventual next level in the long-standing partnership between Arby’s and Ving Rhames. Just long overdue.
Johnson continued: “Internet trolls, along with some Arby’s skeptics, recycle the joke, ‘Who keeps Arby’s in business?’ on social media. We wanted to go right at it: What would it be like if the Voice of Arby’s heard your skepticism? What if the Voice of Arby’s showed up to confront you with a sandwich to try?“
So it looks like you can get a sandwich if Ving Rhames just so happens to smash through your TV…but then a new tv would also be in order. And who’s paying for that? Arby’s or Ving Rhames?
Let us know if you like the Arbys’s voice reveal or not in the comments!
