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.
View the ad here: https://youtu.be/eorTE07Llr8
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