CARROLLTON, Texas, Jan. 11, 2013 /PRNewswire/ -- Forget the boring constraints of New Year's resolutions based on what should and, sometimes more importantly, should not be done. It's time to live a little and say "Why Not?" That's what T.G.I. Friday's is inviting its guests to do with the launch of its new marketing campaign, launching this week. The new campaign embodies the freeing feeling of Friday by flipping "Better Not" – better not eat too much, better not order dessert, better not stay out late – to the excitement of "Why Not" – take a long lunch, stay out late, hit the bar, make a big night of it or order a full rack of ribs. Friday's is signing the permission slip for guests to let go, let loose and let "Why Not?" win over "Better Not" for a while. "In a 'better not' world, everyone needs a 'why not' place. Friday's is that place where guests experience that freeing feeling of Friday, anytime, any day, with genuine service and shareable, indulgent food and drinks," said Ricky Richardson, chief operating officer at T.G.I. Friday's. "Through our new marketing campaign, we're encouraging guests to embrace the exhilarating feeling of 'why-the-heck-not' in a place that always feels like happy hour on a Friday afternoon. Why not isn't a question – it's the answer that keeps our promise to every guest that In Here, It's Always Friday." The new campaign, which includes TV spots, radio ads, social media engagement and integration into the mobile app, is representative of what is at the core of the Friday's brand – the liberating feeling of Friday experienced every day in a place with infectious energy, mouthwatering food and innovative drinks. In the coming months, Friday's will be using "Why not?" as an instigator, encouraging guests to experience the freeing feeling of "Why not?" through exciting events, new craveable menu items and scratch-made beverages made by the best bartenders in the world.