Ad of the Day – January 24 (Richmond)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency:The Martin Agency
  • Location: Richmond, Virginia
  • Client: Pizza Hut
  • Name: “Hut Hut Hut”
  • Category: Film
  • Apologies: Unlike all other Ads of the Day, this one is very US-centric, and will not work as well if you are not somewhat familiar with American Football or have not grown up or spent a lot of time in the US. Here’s a tip: in American Football, the quarterback says the word “hut!” so that the Center will release the ball to him. The amount of time he say the word varies greatly so as to confound the opposition.

Why I like it: In the two weeks leading up to the Superbowl, I expect that Pizza Hut’s target audience in the US will love this ad, it wouldn’t surprise me if the ad spawned some pop culture/viral momentum. I loved it for two reasons: It’s flawlessly mixes editing, soundtrack and casting to produce a powerful mix of energy, friendship, celebration, nostalgia, anticipation…overall it’s the shared, communal experience of Americana. This is a powerful stuff, you’re tapping into the inner sense of cultural togetherness of an entire nation. Not bad for a pizza ad! But what about the product, the brand, you ask? Well, as I got carried away watching the ad, I thought the same – how could they possibly link it back to Pizza Hut? The payoff line “to quarterbacks everywhere…thanks for all the shout-outs” is brilliant for being completely unexpected…and obvious…and simple all at once. A very complex, emotional ad capped off by charming, colloquial play on words to bring the tonality back down. Just right! Lovely work from The Martin Agency.

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