In this film we see a father and a son having a heart-to-heart, as the father reminisces fondly about coming to the lake to take part in a sacred summer tradition.

“You know every summer, for as long as I can remember, I’ve been coming up here to skip.”

We realize they aren’t skipping rocks, but rather slices of Little Caesars Thin Crust pizza.

We watch the slices skip briskly across the lake, into the hands of a father and daughter on the other side of the lake. The pair is reminiscing about their own summer pastime.

“Every summer for as long as I can remember, slices of Thin Crust fly out of the lake.”

We see him catch a slice soaring through the air.

“The lake giveth!”

So we have it, another tale of the classic summer tradition of skipping Little Caesars Thin Crust out on the lake

During summer of 2022, Little Caesars was bringing back their Thin Crust pizza. We needed to get people excited about this product during a time when other pizza companies were offering their own version of thin crust pizza. Our objective was to drive sales of Thin Crust pizza by showing Little Caesars has the thinnest, crispiest crust of them all in a :30 second TV spot. We needed to do it in a way that would be entertaining and funny, because ultimately that’s what makes Little Caesars is all about being fun, crazy and a little bit absurd.

We open on a summer sunset over the water. We see a title come up:

SUPER: Little Caesars: Thin Crust Summer!

We cut to see the father and his son stand at the water’s edge. They’re sharing a Little Caesars Thin Crust Pizza.

DAD: Every summer, for as long as I can remember,

I’ve been coming here to skip.

We see a close up of a cheese pull as the dad pulls a slice of pizza for demonstration.

DAD: You see, it’s so thin and crispy, it’s not just perfect for eating.

We suddenly cut wide as the father steps towards the lake.

DAD: It’s also perfect for skipping.

The Dad reels back and skips the thin crust which hops angelically across the lake.

SON: Woah!

We then cut to the “other” side of the lake where a dad and his daughter are on the shore.

DAD:(amazed) You know, every summer, for as long as I can

remember, slices of Thin Crust Pizza just fly

out of the lake, like a miracle.

Suddenly, a slice of pizza flies off the lake and into his hand.

DAD: I got one!

The daughter catches one too.

DAUGHTER: Me too!

The Dad shouts in celebration, arms stretching to the heavens while dancing around excitedly.

DAD: The lake giveth Thin Crust!

ANNC: It’s a Hot-N-Ready Thin Crust Summer at Little Caesars.

CC: Pizza! Pizza!

In the US, people are obsessed with nostalgia. We decided to use this as the base of this piece of work. According to a OnePoll study in 2022, 54% of Americans see summer as the most nostalgic time of year (yes, even over the holidays) and 55% of Americans long to be a kid again. From research, we also know lots of people have a nostalgic connection with Little Caesars. Because Thin Crust was launching during summer of 2022, the backdrop of this film taps into the sense of nostalgia ubiquitous to the American summer experience – skipping rocks on a lake, hanging with your loved ones and catching Thin Crust pizza….of course.