Kids Turn Out the Lights! Mom can we have Scooters Tonight?
The latest Scooters Pizza Television Commercial (TVC) sees a group of children conspiring to turn off all the lights in their neighbourhood so that their parents, thinking there’s a power outage, will order Scooters Pizzas.
The Scooters Pizza brand needed to be revitalised, revamped and rendered more relevant to gain consumer loyalty again, especially with the middle LSM market, and the latest TVC is like nothing the brand has ever done before. Ending with the messaging “Tonight is Scooters Pizza night”, the TVC demonstrates the lengths that children will go to in order to enjoy a Scooters Pizza.
“With relevance being the key objective, we created a TV commercial to launch Scooters Pizza’s new positioning as well as their new logo and tagline ‘get a slice of the good life’. The brand’s new positioning is all about being the neighbourhood pizza place; its new focus is on community and the TVC aims to create an emotional connection with the consumer by demonstrating this focus,” says Paul Blinikos, Executive Director, MetropolitanRepublic.
The commercial was filmed in Morningside and Northcliff, Johannesburg, and none of the lights were actually turned off; this was all done in the editing process. The TVC flights on SABC, ETV and DStv channels. In addition to the TVC, through-the-line and below-the-line campaign elements will be implemented in 2013.