Debonairs Pizza's campaign has an above-the-line focus with two television executions — a 30-second TVC and a 20-second cut-down. It was briefed by the pizza brand's marketing executive Toni Joubert and intends to target the 28-year-old brand's predominantly youthful target market.
Its market includes single students, part-time workers under the age of 24 and families headed by working moms and dads under the age of 39. Mbeu Kambuwa, who is FCB Joburg's creative director, worked on the campaign with art director Kabelo Mabaso and copywriter Marvin Mpanda.
"The phrase 'Last Number' is used when referring to something that is better than the rest, or in this case, someone who has it all. So, the Triple-Decker®
— with three layers and three cheeses — of course, is the 'Last Number' of all pizzas," says Kambuwa.
"Our ad tells the story of Lebza, a funny, loved-by-everyone guy who is doing well for himself. He talks and jokes like he has it all, which is why he is fondly known as 'Lebza Last Number' among his friends. It's no surprise he chooses the Triple-Decker®
, the 'Last Number' pizza from Debonairs Pizza, and does so with obvious pride," concludes Kambuwa.
The TVC was shot in Soweto in Johannesburg over two days. Your Girlfriend handled the performance shoot and Hungry Films shot the food shots. Media planning was provided by The Media Shop and post-production by Fuelcontent (along with FCB Joburg, as both are members of the Nahana Communications Group).
Audio-post production was provided by Produce Sound. The campaign was first aired on Tuesday, 7 January across all major South African television channels.
For more information, visit www.debonairspizza.co.za
. You can also follow Debonaires on Facebook
or on Twitter
.*Image courtesy of Debonairs Pizza