I’m no media guru, but I think anyone with any semblance of sense would find it near-impossible not to agree that “We’re not interested in quality” is a fucking terrible line to start an advert with. Yet in another instance of someone okaying another farcical entry into the commercial world, like those “Ride me all day for £3” South Wales bus adverts held up by naked men and woman, we now know that Papa John’s couldn’t care less about the quality of their pizzas. Way to make a first impression, Papa.
It’s like if Pizza Hut started an advert saying: “Here at Pizza Hut, we don’t care about pizza.” Oh wait, they’re kind of already doing that by slowly changing their name to Pasta Hut. Conveying a healthy image is all fine and well, but nobody goes to Pizza Hut, or any pizza joint, to be healthy. You go because Nando’s was full a bunch of dickheads trying to have a ‘cheeky’ meal (whatever the hell that actually means), and you fancy something easy and greasy to eat, at a reasonable price. Maybe if they’re offering you free access to the salad bar you might pick up a slice of cucumber or two, or maybe not since you want to save room to gorge on the unlimited ice cream dispenser (hoping you can pull off not looking like a child catcher while in the queue for it). As consumers all we care about is the pizza. We want pizzas from pizza places. Some things are inherently simple, and this is one such thing.
And yet pizza advertising has something clearly wrong with it. The aforementioned Papa John’s line is a testament to how they’ve misjudged the majority of their audience. People need a fast hook, and if you start off by saying “We’re not interested in quality” – even if you follow it up with the ever-so-clever caveat of “we’re obsessed by it” – then people will move on quickly. Or, at the very least, that is the one line that will stick with people afterwards.
And while we all like food that actually tastes pretty good, who actually goes to a pizza chain expecting something supremely delicious? If you want proper pizza you go to a middle-class Italian restaurant (or maybe Pizza Express, which, though a tad pricey, is an exception to the rule of pizza restaurant quality). Otherwise you should be aware that you’re getting pre-prepared dough squeezed between the sticky hands of a university student trying to earn their way out of absolute debt. Competent as that student may be, you can only get a certain level of ‘delicious’ when you’re titting about with something a machine made earlier.
We eat it anyway though, because pizza is really tasty and easy to eat. Still, why they think they can sell a pizza for just short of of £20 remains a mystery. When you try to sell something people want a basic pleasure from, keep it simple, and keep it cheap – which is why a £5 pizza from a kebab shop never goes down poorly. It’s not pretending to be anything more than it is, and sometimes it can actually be pretty damn good.
Because kebab shop pizza makers aren’t too interested in quality or ‘delicious’, and instead are putting all their energy into getting you and your drunken stupor out of their face as quickly as possible. Sometimes all the advertising you need is a lit-up menu board with a crude and gratuitously glistening picture of unhealthy food, and the price. Media gurus, you might want to take note.