The TVC, titled Praise Singer, was created by the FCB Joburg team consisting of joint chief creative officer Ahmed Tilly, creative director Greg Cameron, copywriters Anthea Weber and Vusi Khoza and art director Gina Anderson King.

"As we all know, praise singers are used to announce the arrival 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," says marketing executive, Toni Joubert.

"What better way to present a superior product in a fresh way than by using a uniquely South African insight," adds Cameron.


"It’s Debonairs Pizza's 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," Cameron says.

Debonairs Pizza's 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 one day to shoot, and the 30-second launch version will be followed by a 20-second cut-down. The 30-second commercial is currently flighting on SABC, eTV and select DSTV channels.

For more information, visit www.fcb.co.za. You can also follow FCB Joburg on Facebook or on Twitter.