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: https://www.youtube.com/watch?v=Pz3aTu-P_Xs.
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