AUNZ Work of the Week: HELL Pizza and Yarn

In a category usually filled with smiles and close-up shots of cheese, indie agency Yarn has plated up something entirely different for New Zealand’s HELL Pizza. The launch film for the ‘Worth Going to HELL For’ campaign sees a ventriloquist puppet talk his friend into a lab-made memorial diamond made from cremated ashes over an expensive engagement ring in a jewellers.

The centrepiece of the ad is that puppet, inspired by the likes of 'Chucky', 'Annabelle', and 'Saw'. The puppet is a physical prop, created with the help of renowned puppet maker Paul Lewis, and the latest example in the industry putting a spotlight on craft. In the last few weeks alone, we’ve seen the 7-foot animatronic Bundy Bear from Leo Burnett and 20,000 colourful dominos placed by hand for Telstra via +61.

The puppet’s a bit creepy, a bit left-of-centre, and willing to say what others won’t. He’s also just a very, very funny character, and one I can’t wait to see how the Yarn team develops in coming campaigns.