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How to advertise a Pizza Cowboy
Pizza Hut is doing some of the most entertaining ads today. Producer Amanda Curtis gives an inside look at creating one.

Sometimes things just don?t make sense, and that can be a good thing. Producer Amanda Curtis of Circle Productions has recently completed work on an advertisement for Pizza Hut that is well?less than intuitive.

Being ?run of the mill? has never been an indicator of good storytelling, entertainment, or connecting with the public. Curtis worked with cast and crew to create an advertisement for this North American pizza giant that would amuse as well as inform. With 18,431 restaurants worldwide, the commercials have a lot of consumers to reach. Credits that include spots (of which many are award-winning) for such globally recognized companies as KFC, Budweiser, KY, and others, vets Circle Productions placement of Curtis in the producer?s role and ensured that Pizza Hut had the best guarantee available for an eye catching ad.

Curtis worked with director James Haworth to manifest an old Western theme and look for the production?s ?Cowboys? spot. Amanda found a location just outside of Toronto which required much less work than creating a set from scratch. Of course, Toronto in the winter comes with its own challenges. What the location offered in aesthetics, it retracted in regards to transporting cast and crew, in addition to the uncomfortably factor of the Great White North. In terms of costuming, traditional western garb was not quite as readily available as the bar. The producer concedes that the lack of weatherproofing in the actual bar elicited a fair amount of grumbling but warm trailers were made well use of on the shoot. Preparation and consideration are staples of a producer?s methodology.

The ?Cowboys? spot directed by James Haworth proves his acclaim within the industry. Often recognized for his comedic productions, his work for FACE through Grey, London was awarded a Gold prize at the British Arrows while his spot for Sportchek was recognized at Cannes, the British Arrows, the Midsummer Awards, The Marketing Awards and Bessie's in Canada, and by the Creative Circle. Perhaps the most important relationship in commercial work such as this is that of producer and director. Haworth notes that Amanda?s exceptionalism has placed her at the top of his list of producers to work with. Conversely, Curtis professes, ?James is wonderful to work with. Someone with his expertise and know-how is delightful to collaborate with as he knows exactly what he wants and how to go about getting it. Having a director like this is great to work with as he can tell you precisely what he wants so there is no guessing or trying to find the look and feel they want.?

Pizza Hut never needs to be described or explained. The company and the product is so ubiquitous than a mental image comes to mind no matter what corner of the world you reside in. Because of this, the only way that this entity is able to sculpt its own personality is through advertisements like this one. In the case of Pizza Hut, that means communicating that they want to be humorous and embrace the lighter side of life. In placing such noted and elite professionals as James Haworth and Amanda Curtis to steer that message and deliver it to the public, they?ve proven that Pizza can be both tasty and funny. 

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