The leading quick service restaurant in the Pizza category, Debonairs Pizza, recently launched The Real Deal Double-Stack® TVC with FCB Joburg. The quirky commercial takes a fresh look at the new product offering, which focuses on freedom of choice for consumers while leaning on South Africa’s humour and colloquial youth culture, curated by Debza, Debonairs Pizza influencer mascot.
The 31-year-old pizza brand collaborated with its long-time agency partner, FCB Joburg, to produce an above-the-line television commercial for its The Real Deal Double-Stack® campaign. FCB Joburg created a 20-second TVC with a 10-second cut-down for selected digital and social platforms.
Conceptualised by art director Che Newman, copywriter Kabelo Sebako and creative director Galaletsang Kgoathe, the TVC was produced by directors Alexa Wilson of Arcade Content and Ian Difford of Hungry Films, respectively.
The Real Deal Double-Stack® delivers double the value and flavour with a secret cheese filling stacked between two crisp bases, for only R99.90. The creative concept is centred around individuals who are ‘likers of things’ and aren’t afraid to venture out and try new things. They never sell themselves short, nor deny themselves life’s simple pleasures, especially when they have earned it, like the Real Deal Double-Stack®.
Debza, who is the animated character in the Debonairs Pizza brand logo, creatively connects the viewer to the stories and the brand. In this TVC, we see him as an omnipresent character who describes the things our liker indulges in. Ultimately, he encourages the audience to “be likers of things” too and indulge in Debonairs Pizza’s large Real Deal Double-Stack® offering.
You can view the Campaign Ad here: https://www.youtube.com/watch?v=QHGIxEWLHvg
“The latest campaign collaboration with our long-time agency partner of over 10 years has led to a deep understanding and a strong creative execution on our campaign TVCs, especially this one. The team has been able to seamlessly marry the concept of South African humour and context into our offer”, says Phumzile Siboza, Debonairs Pizza Marketing Executive.
“With The large Real Deal Double-Stack®, Debonairs Pizza took people’s beloved Real Deal® pizzas and added another layer of cream cheese between the two layers. This resulted in an already amazing offering becoming even better. In order to speak to the indulgence of the large Real Deal Double-Stack®, we created a commercial around people who aren’t afraid to try new things and who don’t limit themselves. People who the world likes to refer to as – ‘likers of things’”, concluded Galaletsang Kgoathe, Creative Director at FCB Joburg.
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