Making a very stupid and annoying ad is quite influential nowadays, since most of the ads are just competing which one is the most clever or coolest.
Also, this ad has made its own cult in Youtube, since there is a huge amount of videos done by consumers. If this ain’t going to its goal, then what is?

Another question is how this will affect to their brand in long run. But while making sumermarket pizzas in Finnish market, I would say it’s quite important to make people remember your brand, not control it. In this, I believe, Grandiosa and Pizzaperjantai have been more than successful.

It IS camp humor, but it’s not intended by the advertisers themselves, so the joke’s on them. This is what Douglas Holt has been criticizing about viral marketing: if hipsters and influentials “take on” a brand, such in this case, the brand loses its voice. What happens when the influentials lose interest in the brand? They move on, and the brand is left off worse than it first started.

Shitty advertising that you forget is just a waste of money. Shitty but sticky advertising is a waste of money and you lose control of your brand.

In this case it’s kinda like being a manager for a has-been musician and getting offers to do “gag” concerts at little christmas parties. Sure, you make an easy buck and a few cheap laughs, but what happens when the party’s over? Your has-been status is suddenly more justified.

And besides, as this Facebook hate group for the ad illustrates, there’s more than a few people who don’t find it all that campy anyway.

This is AD is straight up camp humor, and that´s why it´s working. When living without TV, this has been one of the only ads I even remember from this year (ad campaign on MySpace didn´t hurt either). And youtube views for all these ads are quite impressive. I wouldn´t be worrying about shitty but sticky advertising. I would be worrying about the advertising, you don´t even remember. And there´s plenty of it.

As for my Supermarket pizza consumption, still don´t buy them.