Creativity

Kristen Wiig Is a Pizza Hut-Eating Bro, Businesswoman and Male Cheerleader

MJZ's Steve Ayson Directs Comedian in Her First National Ad Campaign

By Alexandra Jardine. Published on Jul 24, 2017

Editor's Pick

Kristen Wiig is the face of Pizza Hut in its latest commercials -- or rather, the faces.

In her first national TV ad appearance, the "Saturday Night Live" and "Bridesmaids" star plays a series of characters -- male, female, young and old -- to show that Pizza Hut is the brand for "Everyman" in America. Wiig delivers her lines, about Pizza Hut's new delivery drivers, ordering methods and so forth, in guises ranging from a moustachioed mechanic to a gym addict, a Stetson-wearing farmer, a male cheerleader a poised, glamorous businesswoman and a bouncy teenage girl. The idea is that "Pizza Hut always delivers what I want," -- and having Wiig explain this in her inimitable deadpan style and ridiculous costumes is a good way to liven up this message.

The campaign comes at a time when Pizza Hut is under pressure to improve on its customer service and delivery as it competes with U.S. chains such as Domino's and Papa Johns. The Yum Brands-owned chain last quarter saw a 3% same-store and 7% U.S. same-store sales decline, according to its first-quarter report. It announced last month it had invested in a new proprietary algorithm designed to improve accuracy and reliability of delivery experience, as well as hiring three thousand more drivers a month until year's end.

The campaign is by Droga5, and the spots, including this one minute version and a 30 second version, were directed by MJZ's Steve Ayson. The campaign, whose overall tagline is "Noone out-pizzas the Hut," will also include digital marketing that includes different takes on the "Everyman" persona, as well as radio, social content and a special offer pizza.

Contributing: Jessica Wohl

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About

Credits

Date
Jul 24, 2017
Agency:
Droga5 New York
Client:
Pizza Hut
Creative Chairman:
David Droga
Chief Creative Officer:
Ted Royer
Executive Creative Director:
Scott Bell
Group Creative Director:
Andrew Fergusson
Creative Director:
Tara Lawall
Associate Creative Director:
Dustin Tomes
Associate Creative Director:
Jono Paull
Associate Creative Director:
Ben Bliss
Associate Creative Director:
Evan Schultz
Senior Copywriter:
Nic Bauman
Senior Art Director:
Christian Chico
Associate Design Director:
Mark Yoon
Graphic Designer:
Niko DeBono
Chief Creation Officer:
Sally-Ann Dale
Co-Director of Film Production:
Jesse Brihn
Co-Director of Film Production:
Bryan Litman
Executive Producer:
Ross Plummer
Producer:
Scott Sitman
Associate Producer:
Annie Vlosich
Music Supervisor:
Ryan Barkan
Music Supervisor:
Mike Ladman
Global Chief Strategy Officer:
Jonny Bauer
Group Strategy Director:
Ramon Jimenez
Strategy Director:
Ben Brown
Strategist:
Tulani Foy
Strategist:
PJ Mongell
Communications Strategist Director:
Delphine McKinley
Communications Strategist:
Mariel Milner
Chief Intelligence Officer:
Amy Avery
Data Strategy Director:
Lily Ng
Data Strategist:
Christina Fieni
Chief Operating Officer:
Susie Nam
Group Account Director:
Ben Myers
Account Director:
Jordan Cappadocia
Account Supervisor:
Victoria Gan
Account Manager:
Hugh Simpson
Associate Account Manager:
Andrew Mullen
Deputy General Counsel:
Leigh Checchio
Associate Counsel:
Erica Palaia
Business Affairs Manager:
Keith Marman
Senior Project Manager:
Andrea Verenes
Senior Project Manager:
Rene Ramirez
Chief Brand & Concept Officer:
Jeff Fox
VP Advertising & Media:
David Daniels
VP Marketing:
Zipporah Allen
Director Advertising & Digital Engagement:
Jenna Bromberg
Senior Manager Advertising:
Lindsay Morgan
Senior Associate Manager Marketing:
Amanda West
Digital Marketing Manager:
Leslie Hopp
Digital Marketing Strategist:
Amanda Hitchcock
Senior Director PR/CSR:
Doug Terfehr
PR & Partnerships Manager:
Courtney Moscovic
APR Cost Consultant:
Ron Hacohen
Talent Management:
The Marketing Arm
Managing Director:
Matt Delzell
Production Company:
MJZ
Director:
Steve Ayson
Director of Photgraphy:
Greig Fraser
President:
David Zander
Executive Producer:
Emma Wilcockson
Producer:
Karen Chen
Editorial:
Exile
Editor:
Peter Sciberras
Senior Cutting Assistant:
Travis Moore
Assistant Editor:
Mitch Goldberg
Executive Producer:
Sasha Hirschfeld
Senior Producer:
Evyn Bruce
Senior Producer:
Vietan Nguyen
Color:
MPC
Colorist:
Mark Gethin
Executive Producer:
Meghan Lang
Associate Producer:
Elyse Robinson
Post Production:
MPC
Senior Producer:
Matthew Loranger
Senior Producer:
Katie Buckley
Flame Supervisor:
Seif Boutella
Flame Compositor:
Bilali Mack
Nuke Compositor:
Mazyar Sharifian
Nuke Compositor:
Giulia Bartra
Nuke Compositor:
Jeric Pimentel
Roto & Cleanup:
MPC
Roto & Cleanup:
Trace VFX
Sound:
Heard City
Mixer:
Phil Loeb
Executive Producer:
Sasha Awn

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