TGI Friday’s has launched a new integrated brand campaign that introduces the world to “Fridarians”, who “smash through the so-called rules of going out and live every day like it’s a Friday”.

The campaign features three short films by BAFTA award-winning Pretzel Films.

The campaign has been created by agency Partners, which has been tasked to help “reignite guests’ love for the brand”.

TGI Friday’s chief marketing officer Steve Flanagan said: “We have a promise written on the wall in every one of our restaurants which is simply ‘in here it’s always Friday’ – and we pride ourselves on making sure for every guest we deliver outstanding food, unrivalled service and a relaxed, fun experience. In almost every aspect of life people have been told what to do and how to do it when going out for dinner and drinks. Being a Fridarian at TGI Friday’s is different. Friday isn’t just Friday. It’s Monday lunchtime. It’s Tuesday night. It’s Sunday evening. It’s whenever a Fridarian wants it to be.”