Campaign : Delivering happiness
Brand : Domino’s Pizza
Company : Jubilant Foodworks
Agency : Contract Advertising
The Campaign
The new TV ad of Domino’s Pizza depicts a Domino’s delivery boy riding through the streets of a typical Indian city on his way to deliver the pizza chain’s two latest offerings?Mexican Wrap and Pasta Italiano. But as he rides through the streets, he meets musicians and dancers from Italy and Mexico, all serenading him. Finally, when he reaches the customer’s door and delivers the two new products, the excitement of the dancers reach its peak. The customer and her friend is then seen unpacking the Mexican Wrap and Pasta Italiano and bite into it, followed by the voiceover—the two new dishes are so delicious, that you’ll believe it has been been delivered straight from Mexico and Italy.
Our Take
The new ad is a visual and musical extravaganza of two countries?Italy and Mexico. While classical opera, tuxedos and melody define Italy, Mexico is known for its beautiful senoritas, Mariachi genre of music, and rhythm. It is through the use of these distinct symbols in the ad, that Domino’s Pizza manages to impress upon the viewer that its latest offerings are true to their origins and sport the original, authentic flavour. Through musical symphony and visual delight, the ad tries to convey the cultural connect of its two new offerings, and how these are sure to appeal to the Indian palate. And juxtaposing these against an Indian setting, reaffirms that while pasta and wrap may come from distant shores, these are certainly not alien to the Indian palate. As a product launch ad, the concept is worth appreciating. The ad hints about the cultural flavour of both the products and in a way invites the consumer to try these out. At the same time, Domino’s Pizza does not forget its original USP, the delivery man on your doorstep within 30 minutes.
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