Round Table Pizza Spot Smells of Success

Advertiser: Round Table Pizza

Agency: Butler, Shine & Stern, Sausalito, Calif.

Challenge: Introduce a new garlic pizza while maintaining the sassy attitude characteristic of advertising for the sixth-largest pizza chain.

The Ad: In a style reminiscent of the Mr. Bill sketches of early “Saturday Night Live” shows, a squeaky-voiced bulb named Gary Garlic undergoes various tortures before ending up as a pizza topping. After plucking Gary from a field, Round Table spokesman Bill Bonham chops him with a cleaver and toasts him with a blow torch. “Ow,” chirps Gary. The ad ends with Gary cheerfully hovering on angels’ wings over a pizza generously sprinkled with garlic. “Goodbye,” he squeaks. “Goodbye.”

Comment: Since Gary Garlic never stops smiling, the twisted humor works. Besides being entertaining, the ad promotes Round Table by showing an amply garnished pizza. This spot smartly does everything it needs to do. $$$$