CHAD was a new show premiering on the TBS Network. But no one knew who Chad was. It was our job to introduce him to the world.

So #WhoIsChad ?

A character, created and played by comedian/writer Nasim Pedrad, Chad is a teenage Persian boy who struggles to fit in and fights against his Persian roots. His biggest priorities are being cool and popular, so naturally, he’s cringingly awkward about, well, everything.

In order to show people just who Chad was, we gave him exactly what he’s always wanted. We made Chad cool. For one night.

Chad’s Party

Like most teens, “Chad’s idea” was to have a house party.

Luckily TBS thought that was a good idea too. With DJ Khaled on board to make sure Chad didn’t “chad” the whole thing up, we got the party started.

Of course, Chad had ideas of what this party would be. And he made some big promises to the audience and to DJ Khaled.

But he kicked things off in true Chad fashion, with a PowerPoint presentation and an agenda. Yes, he brought an agenda. For a party. With DJ Khaled.

Along with stock photos, sketches, a veggie tray and a zoo live-cam.

It was clear Chad needed a lot more help from DJ Khaled if he wanted to be cool. That’s when DJ Khaled took the reigns. And taught Chad how to be more himself, and less like what he thought was cool. All while his pal, DJ Nasty, set the vibe.

And Khaled even taught Chad to salsa*.

*Technically not a salsa move.

The Chad Burger

If that weren’t enough to make Chad popular, he got his own burger at Umami Burger. The Persian-owned restaurant was the perfect partner to help Chad represent, and get in touch with, his own Persian heritage, in a form he could share with all his new friends.

“The Chad Burger” was available at select locations and via most major delivery methods. In stores, his face was on posters, stickers, flyers, and QR codes. All connecting to the show’s premiere, and the live-stream premiere party event.

People thought The Chad Burger was delicious. And Chad thought so too. He couldn’t believe he was so famous. Or that people would give him free stuff.

Chad was everywhere. And he was tasty.

Chad’s Results

By the end of the campaign, Chad had upped his game on social, thrown the coolest party West Park High would ever see, and made his way into stomachs and hearts.

690,000 Impressions
335,000 Live-Stream Viewers
7000 Engagements

Chad premiered in force, and went on to be the highest-rated scripted comedy of 2021! He did it. Chad was popular. His show was a hit.

People loved him. And Chad loves them back.

All work © Krista Brown