Ovi’s Quest to Be the Best / Papa John’s
As soon as Alex Ovechkin won the Stanley Cup, we gave him another challenge.
During my time at Laundry Service NYC, we created a TV campaign that features Alex Ovechkin who recently joined the Papa John’s team as a spokesman. We showed that Alex might be the best at hockey, but when it comes to making pizza, nobody beats Papa John’s.
The campaign is running on Russian TV with a tagline “Champions aren’t born, they’re made—just like our pizza” and showing Alex trying to become a full-fledged member of the PJ team.
Role: Campaign concept, scripts, tagline.
CD/Partner: Emil Nisowski.
The best part? We made Ovi spray his face with ketchup!
The spots were written and presented in English and then translated into Russian. They end with VO: “Champions aren’t born, they’re made.”
First, we introduced Ovi to a new kind of arena.
Then we showed him training.
Another video that is on Russian TV and YouTube now.