Chicago Town pizza impressed by BDH\\\\TBWA’s humdrum sponsor plans
Pizza brand Chicago Town has launched a new campaign to support its sponsorship of the new season of American Idol. TV idents have been created by BDH\\TBWA, while digital sister agency DIGERATI\\ has developed an interactive website.
The idents are set in the fictional town of Humdrum – the antithesis to Chicago Town – with talentless residents auditioning for a singing show. The idents then cut to Chicago Town, where products are being served while Humdrum Idol is playing on TV.
Paula Wyatt, senior brand manager for Chicago Town, said: “American Idol and Chicago Town are a great fit. When BDH\\TBWA showed us the Humdrum Idol idea we instantly saw a vehicle to get our message across in an entertaining and consistent way.”
Robert Harwood-Matthews, CEO of BDH\\TBWA, said: “We’ve taken the fictional town of Humdrum to the extreme, using their talentless inhabitants to contrastingly promote the glamorous brand of Chicago Town products.”
The website – HumdrumIdol.com – allows the public to vote for their favourite Humdrum wannabe. Viewers will also be able to request a kit to prepare their own Humdrum Idol audition. These performances can be uploaded to the site for public rating – with the winner receiving free Chicago Town pizza for a year. It is also believed the campaign will develop further with on-pack promotional activity.