PIZZA HUT | TV
ABOUT THE CAMPAIGN: I was the creative director on Pizza Hut for 6 years. I learned the importance of "creating news" from this client. We advertised price like it was new and two-for-one deals like they never existed before - but Pizza Hut's R&D team were challenged to keep creating new pizzas so they always had something new on the menu. The Big New Yorker was my favorite. In the history of the brand, they never had a "plain" pizza. Try as they would to roll out a plain pizza, branding always failed. So we hung our hats on the brand New York Style Pizza already had. Our team at BBDO helped name, brand and create a whole backstory for this pizza. They wanted to use celebrities and we chose the best big mouthed New Yorkers we could get our hands on. And, Spike Lee made a last minute call to his friend John Turturro to do our voice over.
