• by Fern Siegel , July 3, 2024

Rocker and Michigan native Iggy Pop is fronting for a new gig: Buddy's Pizza.

The brand, billed as the "original Detroit style crust pizza," is launching a new campaign that celebrates Detroit's music and food. The creative, by D/CAL, called "Originality Squared,"  is running on digital with an emphasis on Meta.

Grammy winner Iggy Pop is the voice of the first five web-based campaign ads. The ads commemorate Buddy's culinary invention 78 years ago.

Later this year, campaign will also launch an online video series called "On the Rise" on the Originality Squared brand platform. It includes in-kitchen interviews with Detroit artists, entrepreneurs and community activists.

Adam Wilson, co-founder of D/CAL, told Agency Daily: "Buddy Pizza's original 6 Mile location in Detroit truly epitomizes the brand. It's kind of a if-these-walls-could-talk sort of place. The food, the people, it is about layers of originality. The work D/CAL developed had to live up to that. And Iggy's voice is a surrogate for that legendary feel."

“Originality Squared" demonstrates the elaborate process of creating an authentic Buddy's pizza, so these couldn’t feel like typical pizza commercials,” he added.

Just as Iggy Pop created a raw, authentic sound, Buddy's took a bold approach with square pizza. The ads tout the spirit of originality that defines Detroit.

“We want to honor the Detroiters who are making a significant impact through their commitment to authenticity and originality, celebrating what Detroit has — and still is — bringing to the world,” said Ryan Maconochie, co-founder- executive creative director at D/CAL, which was founded in 2019 by Tony Hawk and a few ad vets.

D/CAL has offices in Detroit, Chicago and San Diego. Its client work includes Gibson, Gucci, Detroit Pistons and Kraft Heinz.