Lucky savors “collab” with Richards Group for NRA

(Lucky produces and posts new NRA spot for Richards Group)

Not that NRA. The National Restaurant Association. The Association’s new spot, via the Richards Group and production studio and post house Lucky, perfectly captures what we crave when we dine out – great food, of course, and a welcoming and fun atmosphere in which to enjoy it.

As restaurants open up for more dining options, the association has launched a tasty campaign that helps customers return with confidence. The spot, titled “Sounds We Crave,” cleverly features all the audio we associate with dining out and simply ends with a super that says, “Doesn’t dining out sound good?” Watch below:

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“I loved the concept,” says Lucky Editor Sai Selvarajan. “It really tapped into how much we miss those little sounds and slices of life (that we took for granted) that come together and make our lives happier. This spot was a reminder of how nice it is to slide into a booth and order a coffee and a slice of cherry pie.”


CLIENT: National Restaurant Association

AGENCY: The Richards Group

  • CD/Writer: Clint Carter
  • CD/Art Director: Mike LaTour
  • Principal, Brand Management: Trent Walters
  • Brand Management: Jessica Heid Smith
  • Broadcast Producer: Jenny Wolk


  • Director: Jeff Bednarz
  • Executive Producer: Brandon Tapp
  • Editor: Sai SelvarajanAssist: Alex Heisterkamp & Jake Odgers
  • Color: Neil Anderson
  • Finishing: Tim Nagle

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SOURCE: Lucky Post