Debonairs Pizza has launched the Beef Almighty, a new premium quality beef steak topping range comprising three variants (Double Beef & Bacon, Spicy Beef, and Beef & Mushroom) with a new television commercial from FCB Joburg called "Praise Singer".
Created by the FCB Joburg team of Joint Chief Creative Officer Ahmed Tilly, Creative Director Greg Cameron, Copywriters Anthea Weber and Vusi Khoza and Art Director Gina Anderson King, the ad is fresh and engaging, largely thanks to the exuberant character performance of the now-quintessential Pizza Delivery Man.
“As we all know, praise singers are used to announce the arrival of and sing the praises of important people. We were intrigued and excited when the agency suggested we use this practice to highlight the status of Debonairs Pizza’s new, praiseworthy, beef steak pizzas,” said Marketing Executive, Toni Joubert.
“What better way to present a superior product in a fresh way than by using a uniquely South African insight,” added Cameron. “It’s Debonairs Pizzas’ most premium meat topping - praiseworthy as hell. An enthusiastic delivery guy who happens to be able to sing praises brought our idea to life in the most entertaining way."
Debonairs Pizza Beef Almighty ‘Praise Singer’ was directed by Zwelethu Radebe and Ian Difford, from Egg Films and Hungry Films respectively with post-production by Fuel Content. The ad took just one day to shoot, and the 30-second launch version will be followed by a 20-second cut-down. The 30-second commercial currently flighting on SABC, eTV and select DSTV channels.
Client: Famous Brands Brand: Debonairs Pizza Beef Almighty Marketing Executive: Toni Joubert Marketing Manager: Monica Sithole Creative agency: FCB Joburg Business Unit Director: Mogani Naidoo Account Director: Kefilwe Khanda Account Executive: Kaylyn Naicker Chief Creative Officer: Ahmed Tilly Creative Director: Greg Cameron Copywriter: Anthea Weber Copywriter: Vusi Khoza Art Director: Gina Anderson King Strategic planner: Sandiselwe Gamede and Katherine Anousakis TV production: Linda Hauser Media planners: Jedd Cokayne and Sulize Janse Van Vuuren - The Media Shop Production companies: Egg Films and Hungry Films Directors: Zwelethu Radebe; Ian Difford Editor: Tessa Ford and Fuel Content Post-production: 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.