Chicago Town launched a new advertising spot titled 'It IS that deep' as the latest extension of its Go to town on it platform, created with agency Quiet Storm. The campaign flips the phrase “It’s not that deep,” featuring irreverent scenarios and a tongue-in-cheek tone designed to highlight the brand’s stuffed-crust pizza range.
The spot uses humor and bold visuals to dramatize everyday moments, with pacing and punchlines built around the product’s generous fillings and indulgent identity. Creative elements emphasize sensory cues—close-up shots of melting cheese and satisfied reactions—paired with a soundtrack that underscores the campaign’s playful attitude.
For consumers, the work reframes quick-food enjoyment as something worth taking seriously, reinforcing craveable and shareability on social platforms. The ad aligns with a trend toward personality-led food marketing that prioritizes memorable lines and visual hooks to cut through clutter.
Image Credit: Chicago Town
What's Driving This Trend
- Personality-led Food Marketing
- Brands with distinct, irreverent personalities can generate owned creative vocabularies that shift competition from price to cultural relevance.
- Sensory-driven Visual Storytelling
- Close-up, multi-sensory imagery and sound design are elevating product experiences into near-tactile narratives that change how consumers perceive indulgence.
- Shareable Short-form Humor
- Bite-sized comedic moments crafted for social platforms are turning single lines and visual hooks into repeatable cultural assets with extended reach.
Who This Affects Most
- Quick-service Restaurants
- Playful, personality-first campaigns are enabling food chains to differentiate through branded experiences rather than traditional menu competition.
- Food Packaging and CPG
- Packaging that mirrors on-screen sensory cues and punchy language is creating opportunities for physical products to carry campaign narratives into retail moments.
- Digital Advertising and Social Platforms
- Platforms optimized for short, humorous clips are reshaping ad formats and measurement, turning virality and engagement into core performance indicators.
