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Re: Pizza Commercial

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Mark Suszko
Re: Pizza Commercial
on Jun 27, 2006 at 2:56:49 pm

Depending on what aspect you want to push, you have many creative possibilities. I liked the 50's film theme because it's amusing if well-executed, being in B&W, oddly matted on the screen like a projector, or weirdly saturated colors will make it stand apart. Be sure to fake a couple splice "bumps" by deliberately throwing in a jump cut here or there and bumping the audio a second or two later, along with a momentary wow in the music track. This can be very funny, done right.

But whatever you're going to do, it has to serve telling your copy points FIRST. Funny or artistic is useless unless it connects the customer to a need for the particular product and motivates a response in the customer. Fortune 50 companies with millions to spend on superbowl spots still make this beginner's error: it may be memorable, it may be entertaining, but if it doesn't move merchandise as well, it's a flop.

That's where you have to start: with a needs analysis. Ask some of those good questions listed earlier. The creative treatment should follow from the needs analysis and a study of the target market and what they like and don't like. Very short example: If you are marketing to harried parents with no time to cook, you're going to do a different spot than if you market to partying college kids. If your client says they want to hit all markets with one spot, they are crazy, this is a near impossible task, even with a big budget.

Your 50's idea makes me think of a variation. If you wanted to say the other guy's pizzas are not as fresh as yours, you could bring out the concept of "Pizza years"... like dog years... a pizza has only a short time where it's optimal. You could use the old 50's thing to make the competitor's pizza look "old" compared to the piping hot and fresh hero pizza. You could do this kind of spot without even showing the pizzas... use two actors side by side representing the pizzas, one ages rapidly with every cutaway shot, the other remains young and "fresh". The "old and cold" (TM)guy can rave like an overly-nostalgic cantankerous old cuss like Grampa Simpson, while the hero pizza person is all sweetness and friendliness, etc. It would be something like the current Apple vs. PC commercials. It's an old technique that comes back into vogue every few years.

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