During summer of 2022, Little Caesars was bringing back their Thin Crust pizza. We needed to get people excited about this product during a time when other pizza companies were offering their own version of thin crust pizza. Our objective was to drive sales of Thin Crust pizza by showing Little Caesars has the thinnest, crispiest crust of them all in a :30 second TV spot. We needed to do it in a way that would be entertaining and funny, because ultimately that’s what makes Little Caesars is all about being fun, crazy and a little bit absurd.

In this film we see a father and a son having a heart-to-heart, as the father reminisces fondly about coming to the lake to take part in a sacred summer tradition.

“You know every summer, for as long as I can remember, I’ve been coming up here to skip.”

We realize they aren’t skipping rocks, but rather slices of Little Caesars Thin Crust pizza.

We watch the slices skip briskly across the lake, into the hands of a father and daughter on the other side of the lake. The pair is reminiscing about their own summer pastime.

“Every summer for as long as I can remember, slices of Thin Crust fly out of the lake.”

We see him catch a slice soaring through the air.

“The lake giveth!”

So we have it, another tale of the classic summer tradition of skipping Little Caesars Thin Crust out on the lake

By taking the product truth (thinness) and turning it into an absurd visual simile, we were able to both entertain and communicate how Little Caesars’ Thin Crust pizza is the thinnest of them all. We’ll divulge more in the confidential section, but let’s just say in doing that we were able to match previous sales during this time period and then some. All while keeping the entertainment factor high.