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.