Debonairs Pizza, a leading quick-service pizza restaurant, has launched its latest pizza TVC. The new ad aims to showcase value for money and highlights the '#BehindTheMask' normal, where everyday conversations are 'masked'.
The 30-year-old pizza brand briefed creative agency FCB Joburg to develop an above-the-line campaign for its 'Real Deal®' Campaign, which will air on e.tv, SABC, OVHD, kykNET, M-Net and DStv. The brief included developing a 20-second TVC and a digital cut down of 10-seconds.
Conceptualised by creative director Mbeu Kambuwa, art director Che Newman and copywriter Kabelo Sebako, the TVC was shot by director Robin Adams of Egg Films in Braamfontein.
"With exam season looming, the 'Real Deal®' offers a real fix to hunger for time-constrained students, young professionals, or the family looking to spend some time together over great pizza. It is such good value; you may well think you’ve misheard the price point," says Toni Joubert, marketing executive for Debonairs Pizza.
"The masks we wear in Covid-19 times make it harder to hear one another and often lead to questions and misunderstandings. This insight allowed us to present, humorously and topically, the price point of the pizza as so low that the friends really wouldn’t believe it. The insight also enabled us to seamlessly integrate the price point into the story," says Mbeu Kambuwa of FCB Joburg.
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