Debonairs Pizza, South Africa's most satisfying fast-service restaurant according to the recently released South African Customer Satisfaction Index (SAcsi), has taken ‘it' to a new level with another television commercial that taps into the social fabric of its core target market.
Created by Creative Director Greg Cameron, Art Director Mpumi Ngwenya and Copywriter Vusi Khoza under the director of FCB Joburg Joint Chief Creative Officer, Ahmed Tilly, ‘Levels’ was directed by Thabang Moleya and Ian Difford of Bouffant and Hungry Films respectively. Post production was handled by Tessa Ford Post Production and Fuel Content.
“‘Levels’ is a figure of speech currently used to express something or someone impressive, an acknowledgement of success. We’ve tapped into this well-used term and utilised it in the ad by depicting it through a hand gesture and hashtag.” said Cameron.
“The TV ad follows two friends who visit another friend who’s hosting a house party at his new digs. From the moment they arrive, the two friends are impressed by the life he is living; his house, the car, the girls and obviously the pizza. Every time they see these things, they pull the ‘levels’ hand gesture in awe and celebration of their friend’s success,” he said.
The ad is flighting until mid-August on SABC, eTV, DSTV channels, MNET and Comedy Central in the 30-second format as well as a 20-second cut down.
“Given the challenging economic environment, we’re finding that Debonairs Pizza customers are rewarding themselves more often with a delicious meal that they can share with family and friends as opposed to more expensive purchases,” said Marketing Executive Toni Joubert.
“Or, they’re turning to us to provide the convenience of a fun and satisfying meal at the end of a hard day when they’re working late to make ends meet. Whatever the reason, Debonairs is committed to providing a satisfying experience for South Africans on all levels – food, customer service and value for money.
“On the Triple® is just one of the many ways we’re ensuring the commitment delivers in store. The ad is working exceptionally well and resonating with Debonairs Pizza’s core market. People are talking about it on social media, and we’ve noticed an upsurge in the use of the hand gesture when it comes to talking about Debonairs Pizza,” she said.
One of the chains in the Famous Brands stable, Debonairs Pizza topped the index compiled by Consulta just a few weeks after it took pole position on Kantar Millward Brown’s Most-Liked television commercials list for the third quarter of 2016 with ‘Gogo Crammed Crust’, a television commercial shot at a popular picnic spot for Joburgers, Rhodes Park.
Client: Famous Brands Brand: Debonairs Pizza Marketing Executive: Toni Joubert Creative agency: FCB Joburg Executive Business Director: Mogani Naidoo Group Account Director: Sarah Rae Account Executive: Kaylyn Naicker Executive Creative Director: Ahmed Tilly Creative Director: Greg Cameron Copywriter: Vusi Khoza Art Director: Mpumi Ngwenya Strategic Planner: Stuart Sims TV production: Vanessa Borthwick Media Planners: Jedd Cokayne - The Media Shop Production companies: Hungry Films and Bouffant Directors: Thabang Moleya; Ian Difford Editor: Tessa Ford Post-production: Tessa Ford Post Production and Fuel Content
Nahana Communications Group is a collective of leading specialist agencies that provide solutions across the marketing ecosystem, engaging with clients early, intelligently and collaboratively, to tackle the business problem, not just the creative task.