Sheetz and Tattoo Projects bring donkeys to the Super Bowl ad game.

Feb 08, 2016, 06:30 ET from Tattoo Projects

CHARLOTTE, N.C., Feb. 8, 2016 /PRNewswire/ -- Pennsylvania-based convenience store Sheetz and North Carolina-based Tattoo Projects are taking their 9-year Agency of Record relationship back to the Super Bowl, but they are not bringing puppies or babies. The 500-store convenience chain serves fresh food made-to-order, but always struggles with peoples' assumption that a gas station can't have great food. Tattoo Projects, known for their daring work, picked the Super Bowl to show exactly what happens to people who assume.

"Edgy advertising is part of Sheetz' DNA. But we never sacrifice clarity of message. This is the kind of campaign we expect from Tattoo Projects.  Bold, creative, and on-message," said Tammy Dunkley, Sheetz Manager of Brand Communications and Advertising.

The commercial was filmed in Los Angeles by Gifted Youth, the commercial production arm of Funny or Die. "It takes a whole village to transform people into donkeys. They really brought the script to life while balancing that line between campy and too realistic," said Rudy Banny, Tattoo Projects CEO and Creative Director. "This spot is a testament to Sheetz' brand courage and faith in our 9-year relationship."

The commercial launches the first week in February, and will air during the Super Bowl for many viewers on the East Coast. It is supported by a digitally integrated campaign that features online video preroll, Pandora audio ads, and banner ads that hee haw at you if you dare assume.

Client: Sheetz
Director of Brand Strategy: Ryan Sheetz
Brand Manager: Tammy Dunkley

Spot: "Dangerous Assumptions"
Agency: Tattoo Projects

Creative Director: Rudy Banny
Creative Director: Buffy McCoy Kelly
Senior Art Director: Justin Rentzel
ACD / Copywriter: Chad Brophy
Account Executive: Katie Czyzewicz
Director of Production: William Boyer

Production Company - Gifted Youth
Directors - Fatal Farm
Managing Director - Dal Wolf
EP of Production - Anthony Ficalora
Producer - Alistair Walford 
DP - Charles Papert
SFX Makeup - Jenn Rose

Edit - Fatal Farm
VFX - Fatal Farm
Post Producer - Ryan Ennis
Color - Optimus LA
Sound Mix - Formosa Group

About Sheetz, Inc.
Established in 1952 in Altoona, Pa., Sheetz has more than $6.9 billion in revenue and more than 16,000 employees. The company operates in Pennsylvania, West Virginia, Virginia, Maryland, Ohio and North Carolina. Sheetz provides a menu of Made-To-Order (M-T-O) sandwiches and salads, which are ordered through unique touch-screen order point terminals. All Sheetz convenience stores are open 24 hours a day, 365 days a year. Learn more at

About Tattoo Projects
Tattoo Projects, founded in 2006, is a creative marketing agency based in Charlotte, N.C. Tattoo has been named one of Advertising Age's Small Ad Agencies of the Year, and twice named amongst the 50 Fastest-Growing Privately-Held Companies in Charlotte. Tattoo's clients include Sheetz Convenience Stores, UNC Charlotte, Jeff Gordon Children's Foundation, Ronald McDonald House of Charlotte, Outlaw Screws, Johnson C. Smith University, and LandDesign. Tattoo is known for creating work that leaves indelible impressions, hence the name. For more information, visit

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SOURCE Tattoo Projects