Generous Pictures’ latest commercial for Roman’s Pizza demonstrates the lengths the latter will go to keep prices low, including having human-generated electricity. Directed by Jonty Fine on a retail budget, the 30-second commercial was shot over one day in Johannesburg’s West Rand.
Joe Public conceived the idea of having a human generator as a way for Roman’s Pizza to maintain its low prices. Thus the commercial features a hard-working human on a bicycle attached to a generator in the back-office of Roman’s Pizza. As he tires and quits peddling, the lights falter and a little person in a suit gets up to prod the human generator back into action.
Fine felt that the concept would be strengthened if the end reveal was portrayed as an everyday scene within Roman’s Pizza, as he believed that there was more subtlety and humour in reflecting this potentially ridiculous scene as an average working day.
Joe Public agency creatives commented: “Not only did the production run smoothly, but Jonty’s creative input really brought our (crazy) concept to life, making for a very memorable commercial.” The agency believes the treatment lends itself to a campaign-ability.
Post-production on the commerical was by WunderKindt.
