Portfolio - Pizza Delight

Creative Brief
Our research indicated that what Pizza Delight's middle-class, mainstream consumers really valued was not the pizza at all, but the opportunity to spend an hour or so with the family, in a setting free of household distractions.

The agency's assignment was to devise a television commercial that captured the notion of a family using a night at Pizza Delight to catch up with each other.

This spot is completely executed in the style of a simpler time, the 1960's. Shot in B&W, an idealized 'Leave-It-To-Beaver' family is having dinner. Back then, legend has it, family values prevailed. Junior wasn't going to run off to play computer games alone (or worse yet, surf the 'net for porn) the moment he'd bolted dinner. Families sat and talked around the table, catching up on news from the neighborhood, school, and office. In our case Mum really does need catching up, she's a little out of it...

Pizza Delight
"Pleasantville"
30 s. TV

Action: Mom brings in a pot roast on a circular platter

Dad: "What's for supper?"
Mom: "Pot roast (almost quizzically adding) of course."

SFX: A circle wipe indicates the passage of time in a cliched fashion. The very same scene is enacted, only the clothing indicates that it is the next day.

Dad: "What's for supper?"
Mom: "Pot roast (ever so slightly exasperated) Same as every night."
Junior: "Maybe we should try a pizza"
Mom: "Pizza? (she's evidently baffled) I guess I could look it up..."

SFX: Another circle wipe, another day...

Dad: What's for dinner?

Mum: (Triumphantly) "Pizza!"

Action: Big camera tilt/zoom reveals that her pizza is a crust with sauce, on which there is... A pot roast! Junior and Dad look at pizza, then each other. Dad has the sort of look that dogs get on their faces when they're worried.

Junior to Dad: Maybe it's time we took Mom out to Pizza Delight.

Home, Rant, WIP, Portfolio, Resumé, Links, Contact me.