While Pizza
Hut isn't advertising during the Super Bowl, it's going to be plenty visible on television during the day of the game.
In fact, the brand will run a total of nine new 30-second spots on
the Fox network on Feb. 2 prior to the start of the game, before the ads begin airing on other national networks and cable stations, confirms a spokesperson.
The commercials will
mark the start of a new, year-long "Go for Greatness" campaign to support Pizza Hut's new Hand-Tossed Pizzas, which feature a lighter, "one-of-a-kind" crust, says the brand.
One spot, which is being created for airing right before the Super Bowl, will feature a consumer chosen based on live auditions in New York City during Jan. 29 and 30.
The auditionees will demonstrate their unique or amazing talents. Carolina Panthers quarterback Cam Newton — Pizza Hut's new "ambassador of greatness" — will be on hand for the
auditions. Pro football TV host Trey Wingo will emcee the event.
Five of the nine spots that will air on Game Day are already viewable on the brand's Go for Greatness YouTube page.
These feature footage from real videos posted on YouTube, courtesy of the social network and the
originators. Examples include a granny demonstrating her drumming skills, teens playing unicycle football, a baby waterskiing, a guy doing wheelies on a motorized beverage cooler, and a "human
dolphin" using a water jetpack to leap out of the water.
Between now and Feb. 28, the brand is also encouraging fans to enter (on the same YouTube page) short, original videos
showing themselves "going for greatness."
Pizza Hut hopes to use some of the entries in ads to run during the year.
“We want to celebrate all the
simple ways people take ordinary and make it extraordinary,” said Jared Drinkwater, senior director of marketing, Pizza Hut.
Pizza Hut will showcase some of the video
submissions online, and will use hashtag #GoForGreatness to track activity across social media channels.
In addition to YouTube, the brand has Pinterest, Facebook and
Twitter presences.