Debonairs Pizza Crammed-Crust®, – For Everyone

South Africa’s leading quick service restaurant in the pizza segment, Debonairs Pizza, is promoting its Crammed-Crust® pizza with a 30-second television commercial from FCB Joburg.

Created by FCB’s team of Creative Director Gareth Paul, Art Director Julie Thorogood and Copywriter Estee De Beer, the ad features a family enjoying a sunny winter’s day around a picnic table in a park.

The Debonairs Pizza boxes are open on the table and the eldest son takes a slice to a nearby bench where his Gogo – grandmother – is sitting.

She bites into the pizza and is puzzled by what she finds; the Crammed-Crust® is new to her. Her grandson explains that, because the crust of the Crammed-Crust® pizza is wrapped around either beef or pork cheese sausage, the meat is both on the outside and the inside. She nods her appreciation.

“Everyone knows that grandmothers indulge their grandsons. And this Gogo is obviously no exception and her grandson knows it. So he asks her if he can have her crust. But, she’s so enjoying Debonairs Pizza Crammed-Crust®, she turns him down with an incredulous look,” said Paul.

“The message is clear, when it comes to Debonairs Pizza Crammed-Crust®, not even grannies will share!”

The ad was shot over two days, one of the outdoor scenes at Rhodes Park in Kensington and one for the food shots at Media Film Services. The 30-second launch spot has been cut down to a 20-second version. Both will air on SABC, eTV and DSTV channels for two months.

The ad can be viewed here:


Client: Famous Brands

Brand: Debonairs Pizza

Creative agency: FCB

Executive Business Director: Mike Di Terlizzi

Account Director: Sarah Caradoc-Davies

Account Executive: Kaylyn Naicker

Creative Director: Gareth Paul

Copywriter:  Este De Beer

Art Director: Julie Thorogood

Strategic planner: Jane Jacob

TV production: Vanessa Borthwick

Media planners: Jedd Cokayne – The Media Shop

Production companies: Hungry Films

Directors: Ernest Nkosi; Ian Difford

Editor: Tessa Ford

Post-production: Tessa Ford Post Production

Issued on behalf of FCB Joburg – 0115666000