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Advertising Rights Digest - Arm yourself with knowledge

Published on 12 May 2011

Size Does Count in the Ditsy Doris Boerewors Ad
By Andries Botha
07 Apr 2010

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Roman's Pizza commercials are not la-di-dah, but they certainly cut through the clutter and get noticed.

While the brand and its agency don't lay claim to high-brow creative accolades for Roman's commercials, its new TV campaign, featuring a clichéd, bottled blonde Ditsy Doris, certainly catches the eye.

What, with Ditsy Doris launching a boerewors product where size certainly does count - Roman's new Boeritza, a Boerewors topped pizza - it will certainly present stiff competition to other brands.

As Roman's Pizza MD John Nicolakakis so succinctly put it: "We produce cheesy commercials because our product contains generous portions. The ads are honest and utilise slapstick humour not pretending to be more than what it is."�

The Ditsy Doris commercial shows a typically clichéd character consume thirty seconds with slapstick antics inside a store. And that without the risk of attracting criticism from the politically correct, because of the humour.

Nicolakakis said that the brand's series of slapstick campaigns, some featuring super star Robbie Wessels as a Roman legionnaire, have worked wonders for the brand.

He believes it has been so successful that some category competitors have followed suit. "We will deal with that in a future commercial,"� he laughed.

Perhaps a series of ads labelled the copy-cat diaries?

* Roman's Pizza commercials are conceptualised by boutique agency Blue Planet.

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