M&C Saatchi's new national TV campaign for Pizza Hut is going social. It will get the support of major social media activity and Pizza Hut's partnership with Universal Pictures around the release of the upcoming Bourne Legacy movie.

The 15-second TVC, showing the embarrassing lengths people will go to to enjoy Sticky Fingers wings, strips and lamb ribs, will air for five weeks.

The Sticky Fingers social media campaign includes a Facebook competition that, among other prizes, will culminate in a stunt in Sydney’s CBD next month where winners will attempt to secure $10,000 cash. Yes, they will do this in sticky way.

“Sticky Fingers are absolute favourites of our customers and we’re confident that creating buzz through our TV campaign, some fun and creative social media, as well as our tie-up with the Bourne Legacy movie will make them even more popular,” said Pizza Hut Head Marketing & Food Innovation, Anup Jain.

Creative Group Head & Copywriter on the campaign is Phil Leece, and Art Director, Pete Sanna. The TVC is directed by Matt Kame through production company, Photoplay Films.