Pizza Hut, Flixel Launch ‘World’s First Cinemagraph TV Commercial’

2015 saw the rise to prominence(somewhat) of the cinemegraph: a format somewhere between a photo and a gif, with a mostly still photo given a small amount of animation. Cinemagraph company Flixel may have just taken the next step by creating what it claims is the “first cinemagraph TV commercial” for Pizza Hut. 

The ad shows a couple taking a selfie in Times Square, with the busy street bustling behind them. There’s more animation in the background action than most cinemagraphs, but the couple themselves are still, save for a dollar bill rustling. A Pizza Hut sign is featured prominently behind them. A shortened version of the ad has been running on truTV’s Billy on the Street as an attention-grabbing way to lead in to a full Pizza Hut spot. Aside from the novelty of seeing the format in an unexpected place there’s not really much to the spot. But then, maybe that’s enough to grab people’s attention long enough to make them stick around long enough the full ad for the pizza chain. We remain unconvinced that cinemagraphs will be taking over broadcast any time soon, however. Check out the behind-the-scenes footage below to learn how Flixel brought the idea to life.