AUCKLAND, Today: BC&F Dentsu has forged a new campaign for Hell Pizza, headed Hell stalks the weak-willed with its Satan’s Slider dessert burger.
“It’s that time of the year when people are trying their hardest to stick to the resolutions made on New Year’s Eve,” reads the agency blurb.
“But oaths sworn under the influence of a chardonnay or three are sometimes easier said than done. Research shows that although about half of all adults make New Year’s resolutions, most are broken as little as two weeks into the new year.
“Hell has taken advantage of this psychological chink in our armour with a campaign for Satan’s Slider: their new ultra-decadent dessert featuring decadent chocolate fudge brownie in a deep-fried doughnut bun, with cream cheese icing, vanilla custard, and plum coulis.
“The road to Hell is paved with good intentions, so we thought we’d make it that bit easier for people to get there.”
“Street posters and billboards have gone up near gyms in this crucial two-week period trying to tempt the less pious away from their New Year’s resolutions.
“To add to the temptation, and heighten the shame, Hell is also offering a free Satan’s Slider dessert to anyone who can present a gym membership in store during the life of the promotion.
MD Murray Streets said: “The road to Hell is paved with good intentions, so we thought we’d make it that bit easier for people to get there.”
Hell marketing manager Siang Tay said: “While we sympathise with people who have failed so quickly, we’ve been very happy to facilitate the demise of many short-lived fitness fanatics and hand over a great number of dessert burgers to those who have chosen sin for 2020.
“We’re yet to come across anyone who has regretted this decision.”
Ed’s note: The agency declined to credit any of the dozens of talented people and facilities who helped put this ad together. The MD’s name is all over the release – but the so-called ‘Credits’ contains just two entries – the client and agency name.
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