Papa John's finds its unique voice with a new partnership with Big Boi.

Papa John's pizza delivery motorcycles have been spotted parked outside its branch in London. In the campaign, "Better Get You Some," the brand addresses the historic stance, "Better Ingredients, Better Pizza." This time around, the new commercial features legendary Southern rapper Big Boi of Outkast and award-winning director Dave Meyers, known for his work with Missy Elliott and Kendrick Lamar.

In the video, Big Boi describes the mesmerizing nature of pizza in a language that worships pizza rather than industry terminology. The video is accompanied by a stunning visual style that simultaneously evokes the '90s and irritates.

Papa John's has invested more resources in marketing efforts by bringing on board a new creative partner, the Martin agency, to help express its "Back to Better" strategy in a more vibrant way. The idea of the campaign is that Papa John's is not trying to differentiate itself in the pizza category, but rather aims to occupy a larger share of cognitive space among pizza fans by speaking to them in a language they understand - an irrational sense of desire.

Big Boi ends the video with the phrase: "The best pizza, the best ingredients, you better get yourself some" - a call to action that feels more like advice than a sales pitch. It's unclear where Papa John's is headed next, but this approach to the campaign, from a brand we are encountering for almost the first time, is a great start.