Pizza lovers are guaranteed a bill of rights in a quirky new brand campaign for Round Table Pizza from Wieden & Kennedy.
The Portland, Ore., agency enlisted underground cartoonist Peter Bagge (best known for his Hate comic book series) to develop the characters for five TV spots, its first for the client since winning the account last year.
Each 15-second animated spot (one is shown here) explains one of 33 offbeat rights. One of the two spots now airing features the 16th article: the right to eat pizza for breakfast. It opens with a drowsy rooster who's having a hard time getting up to make his wake-up call. He is revived by a slice of cold Round Table Pizza.
The tagline is, "If you love pizza, we love you."
Three additional spots will break in April. Radio and brand collateral are also part of the effort, which is running in nine Western states.