Debonairs Pizza, South Africa’s leading quick service restaurant in the category, has launched its latest pizza innovation – the Cheesy Crunch Crust® topped with nacho chips – with a 30-second television commercial from FCB Joburg.
Created by the team of Executive Creative Director Jonathan Deeb, Creative Director Gareth Paul, Art Director Kyra Antrobus and Copywriter Jessica Everson, and produced by Hungry Films with post-production by Tessa Ford Post-Production and Bladeworks, the ad broke on national television earlier this month. A 20-second cut-down will assist maintain exposure and frequency until mid-November.
The ad begins as a family’s pizza is delivered. First in the kitchen in response to the mother’s call is the older brother. He takes a bite of the cheesy crunch crust and realizes it’s so good; he must keep it from his siblings. The younger brother and sister rush in and seat themselves at the table while he busies himself behind the lid of the Debonairs box. ‘What’s this?’ enquires the younger brother, as his older sibling hands him his slice of pizza with a flourish; the pizza has no crust. ‘Mom always cuts off your crust!’ is the good-hearted retort.
“While it features a young family, the ad is certain to appeal to Debonairs’ broad target market – no race or gender bias, single or with a young family – with its light-hearted, slice-of-life treatment,” said Paul.
You can view the spot here:
Client: Debonairs Pizza
Creative agency: FCB Joburg
Group Account Manager: Struan Bourquin
Account Director: Sarah Caradoc-Davies
Executive Creative Director: Jonathan Deeb
Creative Director: Gareth Paul
Copywriter: Jessica Everson
Art director: Kyra Antrobus
Strategic planner: Jane Jacob
TV production: Tarisai Mahofa
Media planners: Jedd Cokayne- The Media Shop
Production companies: Hungry Films
Editor: Tessa Ford
Post-production: Tessa Ford Post Production, Bladeworks
Draftfcb South Africa – Brett Morris (011) 566-6000
Draftfcb Johannesburg – Alistair Mokoena (011) 566-6000
Draftfcb Cape Town – Eric D’Oliviera (021) 404-0300
Hellocomputer – David Moffatt (021) 404-0300
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FCB South Africa has a reputation for building South Africa’s favourite brands. That’s probably because we consistently produce South Africa’s favourite campaigns. Founded on ideas that truly connect with real South Africans. Ideas that solve business challenges. Ideas that win awards. Ideas that make a difference to our community, our country and our planet. Ideas that matter.
A network of individually run and managed agencies, FCB South Africa offers full service advertising; data analytics and visualisation; corporate identity, way-finding and packaging design; digital; experiential; promotions; public relations; retail advertising and social marketing solutions.