Debonairs Pizza, the leading quick service restaurant in the pizza category, has launched its Real Deal pizza TVC. The new TVC not only showcases value for money but also highlights the #BehindTheMask normal, where everyday conversations are 'masked'.
The 30-year-old pizza brand briefed its creative agency FCB Joburg to develop an above-the-line campaign for its Real Deal® Campaign to flight 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 the picturesque cityscapes of Braamfontein.
The Debonairs’ Real Deal® provides great value for two large pizzas at only R129,90. When our hero tells this to his friends, the price is so nice, they refuse to believe it. In fact, the friends are so convinced that they’ve misheard the low price, and comically blame the hero’s mask. Awaiting the friends at the counter is Debza, Debonairs Pizza’s animated pizza influencer, who quickly jumps in to confirm the price point and the great offer that is the Real Deal®, and all is resolved.
You can view the Real Deal® ad here:
“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 Real Deal® 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 ‘Snooze’ Kambuwa of FCB Joburg.
Brand: Debonairs Pizza Marketing Executive: Toni Joubert Marketing Manager: Rirhandzu Manganye Brand Manager: Kaylyn Naicker Creative agency: FCB Chief Creative Officer: Tseliso Rangaka Creative Director: Mbeu Kambuwa Copywriter: Kabelo Sebako Art Director: Che Newman TV Production: Sindi Hirchowitz Executive Business Director: Alan Schreiber Account Director: Kefilwe Khanda Account Executive: Tshepiso Sibeko Traffic Manager: Ethuteng Mvelase Media Planners:Jedd Cokayne and Sulize Janse Van Vuuren Production Company: Egg Films Director: Robin Adams Editor: Saki Bergh – Left Post Post-production: Fuel Content Audio Post-production: Hey Papa Legend
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