The new TVC for Pizza Hut encapsulates the dilemma of today’s youngsters when it comes to treating their friends. The whole point of the ad is to inform about the economical price range at Pizza Hut so that today’s youngsters don’t shy away from treating their friends out.
Client: Yum Restaurants
Brand: Pizza Hut
The brief was to create something that is appealing to young consumers and to put across the message of an affordable eating joint. Anup Jain, Director Marketing, Yum! Restaurants India - Pizza Hut, explained, “Young consumers have always loved coming to Pizza Hut, and as the leading affordable casual dining restaurant brand, we are always looking for ways to give them great value for money so that they can stretch their budgets. Magic Times, our range of affordable meals, has been created especially for our young consumers. The new ad campaign for Magic Times is a situation most young consumers like college students and young working people can identify with and we are confident that they will find it easier to keep visiting us more often.”
The ad has been directed by Sunil Sippy of Highlight Films, while Priti Kapur is the Creative Director. Commenting on the ad, Priti Kapur, Creative Director, JWT, said, “While preparing the ad campaign, we were very clear that since the Magic Times offering caters to the young consumers who are always looking for an inexpensive meal option while hanging out with friends, the ad had to be funny and relatable. We decided upon a guy trying to avoid treating his friends as getting a treat out of your friends is always a difficult task for everyone. We wanted the ad to have a young feel to it and are glad that we have come up with something the youngsters are surely going to enjoy.”
The Final Product
The TVC starts off with a young college guy, standing in front of his mirror, practicing various excuses and reasons to not give a treat to his friends on passing his exams. It is obvious that he does not want to spend loads of money on the treat and is trying to come up with a solid reason to get out of the situation. However, once he knows about the Magic Times meals at Pizza Hut, he is more than happy to take the gang out for a treat and is the first to jump in to clear the cheque.
We rate the ad 7 out of 10.
Commenting on the ad, Titus Upputuru, Executive Creative Director, Saatchi & Saatchi, said, “The ad intends to say low priced meals. That you get it. I think the idea is not bad too – a guy trying to rehearse what to say. But maybe the acting is a little too over the top. It should have been done treated a little more real. The guy borders on irritation.”
We believe that the idea is fresh, but it is not extraordinary. It is precise and delivers the idea it wants to put across effectively.