Debonairs Pizza Spoils South Africans With On The Double® Feast
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: https://www.youtube.com/watch?v=2CBd7HVGnXI
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