Little Caesars’ first Super Bowl ad will star a very harried Rainn Wilson—best known as Dwight Schrute from The Office.
In the first of three teasers released today, Wilson is frazzled, lying on the floor surrounded by sliced bread, which has been thrown haphazardly about the room. Frantically muttering, he seems to be desperately trying to find a way to ensure that sliced bread maintains its position on top (as the first best thing, of course).
During the second teaser, Wilson storms through the office staring at a set of papers and an idea in his hands. He notices a group of people eating Little Caesars, which throws him into a rage. Yelling “No, no, no, no, no!,” he smacks the pizza slices out of their hands and screams, “This is not happening!” It’s happening, the spot says, on Super Bowl Sunday.
In the final, six-second teaser, Wilson’s back on the floor with the bread, first muttering and then screaming again, “This is not happening!”
“This” is apparently Little Caesars’ new delivery service. The budget pizza chain, which was previously carry-out only, is now offering delivery services for $2.99 and a 10% service charge. As of the announcement, more than 90% of Little Caesars locations have added the service.
“It’s only fitting to use the world’s biggest stage to debut the biggest value in pizza delivery,” said Little Caesars president and CEO David Scrivano. After changing “the pizza game” with its ready-to-go pies, the brand wants to do it again with delivery. “We’ve taken all of the things customers love about Little Caesars: extreme value, quality and convenience, and rolled them into our new delivery service.”
Little Caesars’ agency of record, McKinney, produced the ad. The agency won the $200 million account in November following the demise of AOR Barton F. Graf last year. The Super Bowl ad marks McKinney’s first project for Little Caesars.
The 30-second spot will air during the third quarter of the game.
For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 54 Ad Tracker. And join us on the evening of Feb. 2 for the best in-game coverage of the Super Bowl commercials anywhere.