In a style reminiscent of Enigma’s music video for its song ‘Return to Innocence’, Pizza Hut’s new TVC for its newly launched Golden Surprise range of pizzas goes back to the beginning to highlight the ‘Enjoy it backwards’ message.
JWT is the creative agency behind the campaign, while the production house is Good Morning films. Shashank Chaturvedi and Vikram Kalra have directed the TVC.
The new TVC follows Pizza Hut’s tagline, ‘Stories Happen’, which captures the spirit of Pizza Hut as a place where people bond, forge strong relationships and create good memories while sharing great food. The storyline is based on a young couple celebrating a special occasion at Pizza Hut. But the narration is done in a backwards mode. The essence of the campaign is captured by the line ‘Enjoy it backwards’. The TVC broke across all entertainment channels on December 28.
Anup Jain, Director - Marketing, Pizza Hut, explained, “With a choice of fresh Cajun paneer or spicy chicken sausage filling baked into the crust, our delectable new range of Golden Surprise pizzas are best enjoyed backwards. The on-air campaign captures the theme of ‘Enjoy it Backwards’ in an innovative and refreshingly new manner by narrating the story backwards.”
Commenting on the thought process behind the campaign, Swati Bhattacharya, Senior Creative Director, JWT India, said, “Golden Surprise pizzas are best enjoyed backwards and that is exactly the way viewers will get to enjoy the TVC. Staying true to Pizza Hut’s tagline, ‘Stories Happen’, the campaign narrates a relatable story, but we decided to completely reverse the traditional story-telling approach by presenting it backwards. Like the pizzas, the campaign’s strength lies in its innovative execution.”
She further said, “It is a 360-degree initiative. The print campaign has already started appearing in all newspapers. Hoardings are also being put up across India. We are also distributing leaflets.”