Papa Johns has a new look, new typeface and new additional tagline. The retro 90s nostalgia is all present and correct, along with a hip hop soundtrack courtesy of Big Boi and an amusing mix of high-brow and pop culture artistic references.
The existing tagline 'Better Ingredients. Better Pizza' is still being used, but it's echoed by a the bigger bolder claim of 'Better Get You Some', adding a call to action that plays on that key word 'better'.
The work of Martin, the rebranding also includes a punchy new typeface appropriately named ‘Pappy’, and vibrant, visceral evocations of drizzly, doughy, cheesy pizza. There's also a wacky surreal side to the latest campaign, with the Dave Meyers-directed ad above adopting a steam-of-consciousness approach that takes in UFOs and Pizza-fied references ranging from Munch's The Scream to Hitchcockesque noir. And it all makes sense since, along with burgers, pizza is perhaps the ultimate pop icon foodstuff.
Getting Pappy with it (Image credit: Papa Johns)
There's a host of talent involved, so I'm looking forward to the next spots. Pet gripe though: it still annoys me that they did away with the apostrophe in the Papa John's logo in the previous rebrand. What on Earth is a Papa John and how many are there?It's more confusing than Levi's renaming as Levii's Jeans.
Get the Creative Bloq Newsletter
Daily design news, reviews, how-tos and more, as picked by the editors.
Thank you for reading 5 articles this month* Join now for unlimited access
Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.
