Zaxby's Commercial Dry Rubs: Not Playing (2026) Spot

The "Dry Rubs: Not Playing" commercial by Zaxby's was released on February 23, 2026. This 15-second television spot is part of a focused campaign designed to highlight the intense quality of the brand's new dry seasoning options, positioning them as a bold and flavorful choice for chicken lovers.

🌟 Ad Summary

The commercial utilizes a direct and high-impact visual style to showcase the product:

• No Gimmicks with Flavor: The title "Not Playing" reinforces the idea that these new dry rubs deliver a potent, authentic taste that doesn't rely on heavy sauces to stand out.

• Product Spotlight: The cinematography features extreme close-ups of Chicken Fingerz and wings coated in Lemon Pepper dry rub, emphasizing the crunchy texture and the even distribution of the seasoning.

• Dynamic Aesthetic: Consistent with Zaxby's modern branding, the ad moves at a fast pace to appeal to a younger audience looking for quick-service options with elevated flavor profiles.

🎯 Main Message and Purpose

The primary objective is to solidify the Dry Rub category as a permanent and premium fixture on the Zaxby's menu.

• Customer Value: It offers a perfect alternative for those who want to avoid the mess of traditional sauces while still demanding a high level of savory satisfaction.

• Creative Strategy: Produced by The Tombras Group, the ad differentiates Zaxby's from its competitors by focusing on the innovation of high-quality dry seasonings.

📊 Key Video Data

✨ Conclusion

The “Dry Rubs: Not Playing” spot is a short yet powerful promotional piece. By using visual language that highlights texture and spice, Zaxby's successfully communicates that its new line of dry rubs is a sophisticated and essential addition for its customers.