Chicago Town pizza mimics action movies with latest ad

Chicago Town, the frozen pizza brand owned by Dr Oetker, is today (5 March) launching a campaign declaring itself the "ultimate pizza hit", in a new ad that emulates trailers for blockbuster action films.

The ad uses dramatic music and close-up shots of a pepperoni pizza, flames and an oven, while a deep-voiced actor says: "From a frozen world, where craving reigns supreme, comes a lone hero with a burning desire."

It ends with a woman fly kicking across a kitchen with a pizza cutter in her hand, as the voiceover announces Chicago Town as the "ultimate pizza hit".

The campaign, created by Life, features a TV ad supported by digital and PR activity, alongside on-pack promotions that will run throughout the year.

The ad was directed by Richard Oliver and produced by Sarah Jarvis from The Gate Films production company. Account director Stuart Clarke and creative group head Neil Fleming also worked on the ad, alongside managing director Ian Humphris.

Life created an integrated campaign for the brand in August last year, promoting a loyalty programme for Chicago Town's Deep Dish range

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published