Magazine article Marketing

Adwatch: Pizza Hut - 'Bird Table'

Magazine article Marketing

Adwatch: Pizza Hut - 'Bird Table'

Article excerpt

The current Pizza Hut ad campaign is remarkable for many things, but the most interesting among these is that it is not really about food.

Sounds very modern, I hear you say, but it is not entirely unheard of.

From stretchy cheese shots to Chris Waddle with a bag on his head to more stretchy cheese, to men in bird suits there seems to have been two opposing voices in Pizza Hut's advertising over the past 10 years or so. One says 'show me cheese'; the other, 'it's a fun place'. One sells Pizza, the other, Hut.

In the latest ads, the 'huttists' are in control. A bird flies into a bird box, where it discovers a cosy avian version of Pizza Hut. Now we see that it is no longer a real bird, but a man dressed up as one, as are the other inhabitants.

A conversation then begins about a pounds 24.99 family meal deal and a fat man in a blue-tit costume.

The ad ends with the endearingly stupid 'Hutspitality all round'.

Nice directorial ideas lighten the brutal populism of the bird-costume thing and, overall, the campaign is well targeted. …

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