Durham-based McKinney delivers Super Bowl ad for Little Caesars

Posted January 31, 2020 7:35 a.m. EST
Updated January 31, 2020 6:32 p.m. EST

— McKinney, an agency with locations in Durham, New York and Los Angeles, is the creative team behind a Little Caesars Super Bowl ad.

“When you are doing something for the Super Bowl, there is inherently is a little more pressure, and in this case it may have been amplified a little bit because this is the first time Little Caesars has ever done a Super Bowl ad," said Jonathan Cude, McKinney chief creative officer.

The company, known for quick, pick-up pizza, is branching into delivery and using the captive (and pizza-loving) audience of the Super Bowl to get that message out.

Cude said the creative process involved a brainstorm about the excitement that might surround that announcement.

"You think, yeah this is great news, but what’s the most hyperbolic extension of this news we can come up with? Like this is an amazing thing, but what if this is the best thing, the best thing since sliced bread? And you just go from there," he said.

In the spot news of Little Caesars home delivery – "the best thing since, well, sliced bread" – makes its way to the headquarters of Sliced Bread Inc., unleashing comedic anarchy. And despite his antic best efforts, Sliced Bread’s embattled CEO — played by Rainn Wilson — is helpless to save the day.

"He is sort of perfect for this role," Cude said. The ad was filmed in California, near McKinney's LA office.

If the ad scores with Super Bowl fans – if it earns the top spot in USA Today's Ad Meter – Little Caesars plans to offer free lunch on Feb. 17.

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