The short 30 second clip begins at a serene lakeside park one sunny afternoon. A man is fishing and lands a big catch. He exclaims, “Woo! Fish!” Another man, enjoying lunch at a picnic table nearby, shares the joy. “Woo! Five Dollar Pizza!” And then a girl comes up raising above her head a bizarrely calm dachshund, “Woo! Dachshund!”. They woo back and forth, and so the three strangers exult in delight in the simple pleasures of life. A big fish can be exciting. So can a five dollar pizza. And so can a dachshund, I suppose.
In June of 2012, Little Caesars teamed up with ad agency Barton F. Graf 9000 and launched it’s first national ad campaign in over fifteen years. This fishing ad is what it came up with. It’s short, simple, sweet, and when it’s over, you sort of wonder of what you just watched. It’s random, funny, memorable, and consistent with the kind of marketing Little Caesars is known for.
Check out their X-Ray Vision ad from 1991.