Domino’s is joking that it has been ‘tearing families apart since 1985’ with a ‘brutally honest take on sharing’ featured in the latest instalment of its Domin-oh-hoo-hoo campaign.
Created by London agency VCCP, the 30-second hero film focuses on humour and relatable moments as a series of beautifully shot slow motion fights between loved ones illustrate just how divisive Domino’s cravings can be.
Taking on an almost poetic element, the vignettes feature an evolution of the pizza chain’s Domin-oh-hoo-hoo sonic branding, reinvented as a swelling operatic battle soundtrack.
“To stay ahead of the competition, we need to invest in high impact creative. The key to which is having an interesting idea based on a strong consumer insight and brand proposition. Consumer testing has shown that we have brought this idea to life in a way that people enjoy. We can’t wait to share it with the wider world,” Domino’s director of marketing Harry Dromey said.
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Launching across TV, broadcaster video-on-demand, cinema, audio, out-of-home, social and digital nationwide, the creative will run through to 12th November. Media planning and buying was handled by Havas Media.
VCCP deputy executive creative director David Masterman added: “Who really enjoys sharing? The joy of sharing is a lie, and deep down we don’t want to do it – when the doorbell rings we just want to grab that Domino’s box and keep it all to ourselves.
“Creating a film that ramps up the tension and drama of that moment with beautiful slow motion scenes capturing the victors and the vanquished – and to top it off, a mighty, over-the-top, operatic soundtrack where the only lyrics are ‘Domin-oh-hoo-hoo’. Lots of brands claim to bring families together, we thought we’d celebrate how we do the reverse.”
