Little Caesars Seriously Does Not Want You to Call

Or visit their site. Don't do either. Or else.

Barton F. Graf 9000's "Do Not Call" campaign for Little Caesars, which you can see in a video summary below, boldly tests the limits of quirkiness and customer curiosity. A radio spot begins the reverse-psychology scavenger hunt with this warning: "We'd like to take this opportunity to educate you about calling Little Caesars—Don't do it. You see, at Little Caesars, we have hot and ready pizzas available all day, every day. … Not only is it faster to just swing by Little Caesars and pick up a hot and ready pizza, if you call 1-800-Try-Little-C, bad things will happen to you." A call predictably yields chastisements for calling, along with multiple warnings to avoid visiting or "you will definitely regret it." Once there, ignoring instructions not to type in your address results in the final bit of bad news: your house is now haunted by ghosts. It's a disappointing payoff given the big buildup. Yes, each slice of marketing cleverly contributes to the integrated pie. Still, I can't help thinking that this kind of chain-reaction creative is adored by ad types but largely ignored by the pizza-scarfing public. Some folks will hang in for the entire winding ride, but chances are good that the result could prove less satisfying than a $5 pizza.