# Playful Brand Messaging Campaigns Chicago Town Pizza Unveiled the 'It IS that deep' Ad By Debra John | Written with AI assistance | Published 2026-03-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/it-is-that-deep-ad References: [campaignlive](https://www.campaignlive.co.uk/article/chicago-town-%E2%80%9Cit-deep%E2%80%9D-quiet-storm/1951263?utm_source=website&utm_medium=social)  [Chicago Town](https://www.trendhunter.com/trends/meatless-deep-dish-pizza) 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](https://www.trendhunter.com/trends/timeless-golf-capsule). 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](https://www.trendhunter.com/trends/cheese-xplosion). 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 ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 31% | Activity: 32% | Freshness: 71% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### 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. ## Related on Trend Hunter - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [City-Themed Luxury Fashion Campaigns](https://www.trendhunter.com/trends/back-to-the-city.md) - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [AI-Centric Brand Campaigns](https://www.trendhunter.com/trends/chatgpts-first-major-brand.md) - [Travel Lifestyle Brand Ads](https://www.trendhunter.com/trends/travel-changed-me.md) - [AI Creator-Centric Campaigns](https://www.trendhunter.com/trends/the-spirit-of-london.md) - [Halloween Season Candy Campaigns](https://www.trendhunter.com/trends/world-business-chicago.md) - [Calmly Dimmed Billboard Campaigns](https://www.trendhunter.com/trends/decaf-billboard.md) - [Urban Landscape-Inspired Campaigns](https://www.trendhunter.com/trends/casablanca-fall-2025.md)