Rax Pizzabuffet embraces a little sin in new campaign

It all comes down to a simple question: is it a sin or just too good to resist? It might be for the naughty ones, but then again, aren’t we all at least a little when something is this tempting?

Two films created by Directors Guild Helsinki together with director Teemu Niukkanen and agency Folk Finland, the campaign embraces what Rax has always been. A bit too much, a bit over the top, and exactly why people love it.

At Rax, there is no need to choose or hold back. The table is set, fresh pizza is waiting, and the idea is simple. No shame, just pleasure.

The films bring this to life through bold, humorous storytelling with a distinctly absurd tone. Everyday situations take a turn as characters try to pass off unconvincing excuses, only to end up at Rax. When they are caught, hesitation gives way to enjoyment.

Niukkanen’s direction leans confidently into absurd comedy, combining precise timing with exaggerated performances that push familiar moments into something more playful and unexpected.

The tone is reinforced by rearranged version of music from Erika Vikman, known from Eurovision Song Contest, whose track Syntisten pöytä (Table of the Sinners) ties the idea closely to its cultural roots and leads into the campaign’s payoff For the Naughty.

The campaign does not try to redefine Rax. It simply invites people to enjoy it with no shame.