In 2025 the average ad is skipped after just 5 seconds.

So when Pretzel Crust hit Little Caesars menus we decided to make something no one skips: Reality TV.

Introducing Pretzel Crust Island. The first Pretzel Crust ad where Pretzel Crust diehards go head to head for one really delicious pizza.

That’s right we made an actual reality show with a semi-famous host and real pretzel crust fans.

And it worked. With 21.1 million viewers the week it launched, the brand saw a 300% increase in ad completions compared to it’s usual ads in addition to 30.7 million mentions of Pretzel crust across the internet. Not boosted.

14 creative ads you need to know today

• Little Caesars heads for Pretzel Crust Island

• Little Caesars Stirs Up Some Reality TV Chaos with 'Pretzel Crust Island'

• Little Caesars Superfans Go Head-to-Head in Chaotic Reality Show

• Behind the Scenes of Little Caesars' 'Pretzel Crust Island'

• Little Caesars spoofs reality TV with ‘Pretzel Crust Island’

Role: Freelance GCD Art

Made with: Jamesson Rossi (GCD, copy) | Knowlton Bourne (ACD writer) | Jamie Steentofte (ACD AD)