Pizza Hut Singapore takes aim at ‘foodie’ culture

Today sees the arrival of Pizza Hut Singapore’s first campaign since moving its creative remit to Ogilvy in February, and it’s one in the growing catalogue of what Ad Nut calls the ‘millennial pendulum swing’. Namely, poking fun at hipster pretensions rather than celebrating them.

The premise is a pretty straightforward one: pizza, specifically Pizza Hut, is simple. Millennial ‘foodie’ culture is not. Hence the need for ‘Foodies Anonymous’, a help group designed to support those who want to confess their anxiety-inducing, social media-driven, pretentious foodie quirks.

The old trick of delaying the brand’s entry until the end works pretty well, as we hear from Steve about his foam obsession and Eva’s addiction to menu altering. It allows the humour to set the stage for the brand, although there is potential for minds to go wandering as it’s not entirely clear what the punchline is.

The ad will run in both English and Chinese on TV for five weeks, as well as online (of course) in a variety of snackable bites – from the full 60-second ad to 15-second clips.

Given Singapore’s well-known foodie obsession, an ad based on (good) food being, you know, just food, should resonate, and Ogilvy says its research backs this up.

Ad Nut is on board for the most part, though it can’t help but wonder whether fast food, a sector notorious for its role in serious food-related disorders, should frame its message in the format of a help group.

But maybe Ad Nut is worrying too much, and doesn’t understand the foodie movement anyway because nuts don’t come with a menu you can alter. Or foam.

Credits

Project title: Foodies Anonymous
Client: Pizza Hut Singapore
Creative agency: Ogilvy & Mather Singapore
Executive creative director: Francis Wee
Account director: Cilla Peitzsch
Account manager: Ashley Macabalo
Planner: Mamp Grewal
Creative directors: Shawnn Lai, Pedro Pereira
Art director: Benjamin Tan
Copywriter: Siti Khalid
Producers: Sharon Leong, Brandon Tay, Marin Villareal
Production house: Hogarth
Director: Plastico
Media agency: Mindshare

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.