Adwatch Pizza Hut
'Bird table'
The current Pizza Hut ad campaign is remarkable for many things, but the most interesting among these is that it is not really about food. Sounds very modern, I hear you say, but it is not entirely unheard of.
From stretchy cheese shots to Chris Waddle with a bag on his head to more stretchy cheese, to men in bird suits there seems to have been two opposing voices in Pizza Hut's advertising over the past 10 years or so. One says 'show me cheese'; the other, 'it's a fun place'. One sells Pizza, the other, Hut.
In the latest ads, the 'huttists' are in control. A bird flies into a bird box, where it discovers a cosy avian version of Pizza Hut. Now we see that it is no longer a real bird, but a man dressed up as one, as are the other inhabitants. A conversation then begins about a ?24.99 family meal deal and a fat man in a blue-tit costume. The ad ends with the endearingly stupid 'Hutspitality all round'.
Nice directorial ideas lighten the brutal populism of the bird-costume thing and, overall, the campaign is well targeted. Families demand a certain informal hospitality, and the clues are there for the parent wishing to take their children out for a meal without fear of unpleasantness. The hints are also there for the more adult meet-up-for-pizza market. Even more ingeniously the ad manages to appeal to the first group without putting off the second.
I am sure this is the right sort of territory for Pizza Hut; we parents will always appreciate crayon-pushing waitresses, while kids will always appreciate men in silly costumes. But, this being Pizza Hut, I am virtually obliged to point out that the ads have a lot of ingredients and are quite hard to digest.
For comparison's sake, both KFC and McDonald's seem to have settled down with simple, versatile, on-the-money campaigns, namely 'Soul food' and 'I'm lovin' it'.
Perhaps Pizza Hut also needs something that both chef and modern agency planner can shake on. And, as if to spur it on, somewhere out there in the wilderness, the other Pizza Hut voice is still muttering 'Show me cheese'.
PHOTO (COLOR): Pizza Hut: researches target markets but not easy to digest
PHOTO (COLOR)
~~~~~~~~
By Dominic Gettings, Creative director, Euro RSCG London
The current Pizza Hut ad campaign is remarkable for many things, but the most interesting among these is that it is not really about food. Sounds very modern, I hear you say, but it is not entirely unheard of.
From stretchy cheese shots to Chris Waddle with a bag on his head to more stretchy cheese, to men in bird suits there seems to have been two opposing voices in Pizza Hut's advertising over the past 10 years or so. One says 'show me cheese'; the other, 'it's a fun place'. One sells Pizza, the other, Hut.
In the latest ads, the 'huttists' are in control. A bird flies into a bird box, where it discovers a cosy avian version of Pizza Hut. Now we see that it is no longer a real bird, but a man dressed up as one, as are the other inhabitants. A conversation then begins about a ?24.99 family meal deal and a fat man in a blue-tit costume. The ad ends with the endearingly stupid 'Hutspitality all round'.
Nice directorial ideas lighten the brutal populism of the bird-costume thing and, overall, the campaign is well targeted. Families demand a certain informal hospitality, and the clues are there for the parent wishing to take their children out for a meal without fear of unpleasantness. The hints are also there for the more adult meet-up-for-pizza market. Even more ingeniously the ad manages to appeal to the first group without putting off the second.
I am sure this is the right sort of territory for Pizza Hut; we parents will always appreciate crayon-pushing waitresses, while kids will always appreciate men in silly costumes. But, this being Pizza Hut, I am virtually obliged to point out that the ads have a lot of ingredients and are quite hard to digest.
For comparison's sake, both KFC and McDonald's seem to have settled down with simple, versatile, on-the-money campaigns, namely 'Soul food' and 'I'm lovin' it'.
Perhaps Pizza Hut also needs something that both chef and modern agency planner can shake on. And, as if to spur it on, somewhere out there in the wilderness, the other Pizza Hut voice is still muttering 'Show me cheese'.
PHOTO (COLOR): Pizza Hut: researches target markets but not easy to digest
PHOTO (COLOR)
~~~~~~~~
By Dominic Gettings, Creative director, Euro RSCG London
posted by pizza-hut-pizza-hut-pizza-hut at 2:32 PM
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