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Debonairs Pizza Hands Control To Its Customers

Press Release - South Africa, 04 August 2016

Debonairs Pizza, the leading quick service restaurant in the pizza category, is handing control to its customers with a new television campaign that encourages them to customise their pizzas – any which way – using its Smartphone app to communicate with the nearest restaurant.

The 30-second television commercial, which will run for two months to mid-September, is airing on SABC, eTV, DSTV channels, MNET and Comedy Central.


It was created by FCB Joburg’s team of Creative Director Gareth Paul, Copywriter Gila Shapiro and Art Director Alexandra Christodoulou.

The ad uses fast-paced music and editing, interspersing food shots with people enjoying a Debonairs Pizza slice, and a strong call to action to break through clutter. You can view the ad here:


Shot over two days, one for performances and one for food, at Media Film Services in Johannesburg, by Hungry Films, the ad has also been edited into a 20-second cut-down, and a 10-second sting and squeeze-back for the Robert Marawa Show.

“Previously, the only control people had over their pizza was to order ‘extra cheese’ or to ‘hold the pineapple’. But today’s consumers don’t want to be told what they should and can eat. Cue Debonairs Pizza ‘Customise It’, the app for people who want to share their pizza with someone, but don’t necessarily have the same tastes,” said Marketing Executive, Toni Joubert.


Client: Famous Brands

Brand: Debonairs Pizza

Marketing Executive: Toni Joubert

Creative agency: FCB Joburg   

Executive Business Director: Mike Di Terlizzi

Account Director: Sarah Caradoc-Davies

Account Executive: Kaylyn Naicker

Creative Director: Gareth Paul   

Copywriter:  Gila Shapiro                      

Art director: Alexandra Christodoulou                            

Strategic planner: Jane Jacob   

TV production: Vanessa Borthwick                                

Media planners: Jedd Cokayne - The Media Shop                      

Production companies: Hungry Films                

Directors: Ian Difford                

Editor: Tessa Ford                                           

Post-production: Tessa Ford Post Production