Arts & Sciences’ Mike Warzin and Pizza Hut Apologize to the City of Chicago

Arts & Sciences Director Mike Warzin and Deutsch LA partner with Pizza Hut to deliver a polarizing, tasty apology to the city of Chicago.

Pizza Hut’s latest campaign finds the chain apologizing to Chicago for unveiling the city’s true pizza: tavern-style, not deep dish.

The campaign, called “Sorry, Chicago,” highlights the pizza—a thinner crust with toppings all the way to the edge and cut into squares—which the company announced last week. The spot cuts between angry Chicago citizens enjoying the new pizza while simultaneously berating Pizza Hut for sharing their secret with the world.

The campaign will run across national TV, digital and social media. Pizza Hut has also partnered with @DudeWithSign, who will hold up a Pizza Hut box to share that “Chicago Deep Dish is for Tourists” and “Deep Dish Pizza Is Just Lasagna.”

The work is from Deutsch LA, which usually handles creative for Pizza Hut’s fellow Yum Brands chain Taco Bell. The assignment could signal changes to how the chain handles its agency roster. It comes in the wake of executive changes, including the May hiring of ex-PepsiCo executive Kalen Thornton as global chief brand officer and Melissa Friebe as U.S. chief marketing officer. Friebe joined after nearly three decades at Taco Bell, most recently as chief brand strategy officer.

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