Ad Nut
Jul 27, 2020

And then there were eight (cheeses)

Tasty little ad celebrates the 10th 'Cheesiversary' of a Pizza Hut Singapore favourite, the Cheesy 7, even though the pizza is now inaccurately named because it has eight cheeses.

'Say Cheese', for Pizza Hut Singapore by Blak Labs

Ad Nut is hungry now, so mission accomplished, and well done with the pandemic-safe shoot.

It is a bit strange that the product name (Cheesy 7+1) and the ad are 'othering' cream cheese, though. It's just as much a cheese (and just as delicious, in its own way) as gouda or any of the more privileged cheeses. Ad Nut doesn't understand why Pizza Hut is being so exclusionary and reinforcing this kind of disgusting cheese-supremacy. Do better, Pizza Hut.

[Ad Nut, do you think it may have something to do with 'Cheesy 7' being a well-established brand name? -The editor]

Ah, yes, that is probably a more likely explanation. Never mind.

Ad Nut should not neglect to mention that the campaign includes activations and instant giveaways. Deliveries, according to the agency, come with a "limited-edition" placemat that not only includes "a cheeky 'who moved my cheese' style game", but also provides "tips on how to best lay pizzas for that Instagrammable flat-lay". There's also a chance for those with August birthdays to win a surprise feast for themselves or a friend. And who doesn't love a cheeky game, an Instagrammable flat-lay, or a surprise feast?

CREDITS

Client: Pizza Hut Singapore Pte Ltd
Agency: Blak Labs
Production House: Momentum
Post-Production: Momentum

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. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

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