The initial work coming from Pizza Hut’s partnership with its new agency of record, GSD&M, some of which is slated to debut on Super Bowl Sunday, features Mr. Five Dollar Bill himself. In the spots, Lincoln is a husband and father who, through the use of quirky humor and relatable situations, brings to life the variety of offerings that customers can get at Pizza Hut for “just a Lincoln each.”
In spots running now, Lincoln asks his family to “behold the power of the $5 bill.” Looking for respect and admiration from his kids and wife, he finds none.
In the continuation of the story during two spots to run during the game, Abe still gets no respect from his game party friends, nor his son, whom he is playing video games with in front of a table full of Pizza Hut snacks. While Lincoln shows what the $5 can buy, his son states to him, “You’re dead.”
The campaign aligns with Pizza Hut’s commitment to deliver distinctive and consistent advertising that breaks through with their customers. Modern-day Abe illustrates moments that matter spent with family and friends in ways that everyone can relate to – gathering over hot food in the kitchen, the overly intense video game matchup, or having the crew over for the big game.
Pizza Hut created the campaign in collaboration with JEAN (from Community Productions), a production trio with a female director as is part of their mutual agreement with GSD&M to include a bid from a female director in every production possible as part of the commitment to Free the Bid.
Viewers will continue to see Abe throughout key moments for Pizza Hut where the brand has a major presence, including pre-game during the biggest pizza day of the year, Super Bowl LIII, and also during the NCAA Tournament/March Madness.