Look, change is hard. It is especially hard for Frank, your neighborhood curmudgeon. And the first-ever anti-spokesperson spokesperson. When he heard BJ’s Wholesale Club could change your whole way of shopping he said, “NO THANK YOU, SIR,” and launched his own campaign (er, protest). What he doesn’t realize is that by telling us how much we don’t need BJ’s low, low prices, amazing deli, and large selection of fresh produce, he’s only making us want it more.
When Frank sees something he doesn’t think is right, he doesn’t just say something. He painstakingly creates custom signs, straps them to his body, and protests in front of the new BJ’s Wholesale Club. Unfortunately for him, and fortunately for us, no one seems to agree.
Where some see a BJ’s advertisement talking about incredible savings, Frank sees an opportunity to continue resisting change. When he gets a direct mail postcard, he rants about it on Facebook. When he sees an Instagram ad, he creates his own Instagram ad about that Instagram ad. And when he sees a billboard, he buys a radio spot to speak out against it.