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Umalume Teaches His Nieces And Nephews About Debonairs Pizza

Press Release - South Africa, 05 November 2019

Debonairs Pizza, the 28-year-old proudly South African brand that is also the leading quick serve restaurant in the pizza market, is promoting its Khetha 5 offer five medium pizzas for just R249.90, with a new 30-second TVC and 20-second cut down from FCB Joburg.

Conceived by Creative Director Greg Cameron, Art Director Motlagole Nthite and Copywriter Junior Mokoma off a brief from Famous Brands Marketing Executive Toni Joubert, the TVC was shot in one day by directors Chloe Coetsee and Ian Difford from Darling Films.

The TVC features uMalume, the respected uncle who is regarded as the one who imparts knowledge to the children of the family. In the new Debonairs Pizza ad, uMalume playfully uses this to his advantage, silently invoking his ‘Malume’ status to sneak a preview slice from each of the five pizzas delivered in the uniquely designed Khetha 5 box. The children respectfully wait and listen with only their eyes showing that they know exactly what his strategy is and appreciating the joke.

The ad flights on SABC, ETV, DSTV channels, MNET and Comedy Central for three months. You can view the ad here:


Brand: Debonairs Pizza

Marketing Executive: Toni Joubert

Brand Manager: Rirhandzu Manganye

Creative agency: FCB              

Business Unit Director: Mogani Naidoo

Account Director: Kefilwe Khanda

Account Manager: Kaylyn Naicker

Chief Creative Officer: Ahmed Tilly

Creative Director: Greg Cameron         

Copywriter: Junior Mokoma

Art director: Motlagole Nthite

Traffic Manager: Theresa Selema                    

TV production: Mun-ying De Lacy                     

Media planners: Jedd Cokayne & Sulize Janse Van Vuuren                   

Production companies: Darling Films                

Directors: Chloe Coetsee & Ian Difford 

Post-production: Tessa Ford & Left Post

Audio post-production: Audio Militia