I can tell you from personal experience the CiCi’s pizza sucks. It’s simply not good pizza. At all. One of the few times I’ve eaten there I actually had a friend refuse to meet up with me because I was going to CiCi’s. That’s bad.

So what’s a new campaign going to do for you, CiCi’s? Get more people in the door only to let them down.

The lesson here? Work on your product / service first. Get it right. Bake some amazing into it. Make it special. Then tell the world, not the other way around.

Seems like an eternity doesn’t it? Especially when you’re watching some half-assed, half-baked ad interupt your favorite show. What if I told you that you’re about to enjoy a six-and-a-half minute ad? That’s right, 6:28.

Fill up your popcorn bowls and get ready for Johnnie Walker’s story of the “Man who walked around the world.” A commercial so well crafted, so well done (this is ONE shot, done in 40 takes), so artfully directed, so beautifully written and perfectly acted that you can’t help but enjoy every second of it.

Serves as a reminder to all of us in advertising everywhere: attention spans haven’t gotten that much smaller, the number of quality, interesting spots has.

Best part about it? It’s a great example of digital itself: it’s engaging, fun, and you want to pass it on to friends. Nice work, Gringo.

Projection on Buildings from NuFormer Digital Media on Vimeo.