Based on the insight that many South Africans travel home to visit their families during the end-of-year festive season, Debonairs Pizza briefed FCB Joburg to conceptualise a campaign that would appeal and encourage consumption during this period.
The agency’s solution was to focus above-the-line and the creative team of Gareth Paul (Creative Director), Alex Christodoulou (Art Director) and Gila Shapiro (Copywriter) devised a 40-second television commercial, which will be followed by 30-second and 20-second cut-downs for maintenance.
‘Going Home – On the Double® Feast’ is a warm but not overly sentimental spot. It features a young man travelling home from a job in the city to his family who live in a smaller, less urban location. Just a few kilometres outside the town, he uses his cellphone to make an online order and – with perfect timing – is met, outside the family home, by a Debonairs Pizza deliveryman. The family is pleased to see him, even more so when they realise that his home-coming gift to them is a Debonairs Pizza On the Double® Feast.
Flighting on SABC, ETV and DSTV channels during November and December, the ad was shot by Hungry Films while post-production was handled by Tessa Ford Post Production and Bladeworks.
View the ad here:
Brand: Debonairs Pizza
Marketing Executive: Toni Joubert
Brand Manager: Lia Lambros
Creative agency: FCB Joburg
Executive Business Director: Mike Di Terlizzi
Account Director: Sarah Caradoc-Davies
Account Executive: Blaine Roper
Executive Creative Director: Jonathan Deeb
Creative Director: Gareth Paul
Copywriter: Gila Shapiro
Art Director: Alex Christodoulou
Strategic Planner: Jane Jacob
TV Production: Vanessa Borthwick
Media Planners: Jedd Cokayne – The Media Shop
Production Companies: Hungry Films
Directors: Gareth Paul; Ian Difford
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
Debonairs Pizza spoofs sassy Johannesburg Metro police officer, Johannesburg resident who filmed her
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.