Little Caesars, the Detroit-based pizza chain long known for its “Hot-N-Ready” carryout deals, is venturing into delivery—and to get the word out, the brand bought 30 seconds of airtime for its first-ever Super Bowl ad.

The comical commercial, which was handled by McKinney and aired in the third quarter, hypes Little Caesars’ delivery as the best thing since sliced bread. It stars Rainn Wilson of “The Office” fame as the CEO of Sliced Bread, clamoring for new ideas to reinvigorate his staple product (sparkle bread, travel-sized bread, etc.), before finally succumbing to the chain’s success and finding work as a pizza delivery driver.

While Little Caesars is new to the Super Bowl, Jeff Klein, its senior VP of global marketing since 2019, is not. He was part of Doritos' “Crash the Super Bowl” ad series for eight years during his tenure at Frito-Lay.

The sliced-bread idea was one of many that agency McKinney presented when it pitched last year and it seemed like the right fit for the Super Bowl’s broad audience, Klein told Ad Age’s Jessica Wohl. “It is a phrase that is known by every generation.”

The pizza chain, ready to make a splash with its Super Bowl debut, was prepared to offer free Hot-N-Ready lunch combos on Feb. 17—for carryout, not delivery—if the ad topped USA Today’s Ad Meter ranking. (Alas, to the disappointment of pizza lovers everywhere, Little Caesars’ ad didn’t even crack the top 10).

BRAND: Little Caesars

AGENCY: McKinney

QUARTER AIRED: Q3

SUPER BOWL: LIV

YEAR: 2020