White Castle

Not making the connection with the headline to White Castle brand at all. If all you're offering is that White Castle is open late night, not sure if that is a unique enough selling point. White Castle has a lot of different things about the brand you can go after (greasy burgers, the demographic / psycographic that eats there, even the shape of the burger) but just the fact that it's open late night isn't substantial enough.

That said, I kind of like the art and the fact that you went with a longer headline and not some contrived visual pun. It's different for the category and kind of out there. I can tell you've put some effort into it. If you want to make this work, rethink your idea here. I think the style of execution works here and maybe even the tone of the headline but just not the core thought.

Keep going.

Thanks. I'm not heart set on this but I still think late night food is a good selling point. It's their claim to fame! At least around Chicago it is.

It's supposed to be talking about people who have been out drinking with friends. It's a social observation about how people tend to go on self-righteous, political rants when they're drunk together. Late Night food shuts them up. Still think this is wittier than the BK P.Diddy thing (That's just more anti-advertising, plus it's a commercial.) I don't know, DDB liked it.