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Singing the Praises Of Debonairs Pizza’s Beef Almighty

Press Release - Johannesburg, 21 May 2018

Debonairs Pizza has launched the Beef Almighty, a new premium quality beef steak topping range comprising three variants (Double Beef & Bacon, Spicy Beef and Beef & Mushroom) with a new television commercial from FCB Joburg called "Praise Singer."

Created by the FCB Joburg team of Joint Chief Creative Officer Ahmed Tilly, Creative Director Greg Cameron, Copywriters Anthea Weber and Vusi Khoza and Art Director Gina Anderson King, the ad is fresh and engaging, largely thanks to the exuberant character performance of the now-quintessential Pizza Delivery Man.

"As we all know, praise singers are used to announce the arrival of and sing the praises of important people. We were intrigued and excited when the agency suggested we use this practice to highlight the status of Debonairs Pizza’s new, praiseworthy, beef steak pizzas," said Marketing Executive, Toni Joubert.

"What better way to present a superior product in a fresh way than by using a uniquely South African insight," added Cameron. "It’s Debonairs Pizzas’ most premium meat topping – praiseworthy as hell. An enthusiastic delivery guy who happens to be able to sing praises brought our idea to life in the most entertaining way."

Debonairs Pizza Beef Almighty "Praise Singer" was directed by Zwelethu Radebe and Ian Difford, from Egg Films and Hungry Films respectively with post-production by Fuel Content. The ad took just one day to shoot, and the 30-second launch version will be followed by a 20-second cut-down. The 30-second commercial currently flighting on SABC, eTV and select DSTV channels.

View the ad here: https://youtu.be/eorTE07Llr8

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Credits:

Client: Famous Brands

Brand: Debonairs Pizza Beef Almighty

Marketing Executive: Toni Joubert

Marketing Manager: Monica Sithole

Creative Agency: FCB Joburg               

Business Unit Director: Mogani Naidoo

Account Director: Kefilwe Khanda

Account Executive: Kaylyn Naicker

Chief Creative Officer: Ahmed Tilly        

Creative Director: Greg Cameron  

Copywriter: Anthea Weber 

Copywriter: Vusi Khoza 

Art Director: Gina Anderson King          

Strategic Planner: Sandiselwe Gamede and Katherine Anousakis        

TV Production: Linda Hauser                            

Media Planners: Jedd Cokayne and Sulize Janse Van Vuuren - The Media Shop                    

Production companies: Egg Films and Hungry Films                 

Directors: Zwelethu Radebe; Ian Difford                       

Editor: Tessa Ford and Fuel Content                                        

Post-Production: Fuel Content

Issued on behalf of FCB Joburg 011 566-6000