AD BREAK | “Squad” by Domino’s

Domino’s isn’t just about getting good food fast, it’s a way to bring people together

Brand: Domino’s

Agency/Team: VCCP, Blink Productions and the Bobbsey Twins from Homicide

Release: September 2017

Concept: The series features humorous real-life situations, seriously cool nerds and awkward family encounters, layered with catchy soundtracks all united by the love of an ordered pizza.

Campaign: Fully integrated campaign including TV, digital, radio, Spotify, PR, social and a partnership with Tinder. The campaign also marks Domino’s first foray into cinema advertising, and will see an OOH wrap at the iconic IMAX site in Waterloo.

Bonus: The Official Food of Everything campaign will also form part of an exclusive partnership with Tinder, maintaining the brand’s presence among its key target consumer of 16-34 year olds. The activity will show Tinder users a Domino’s-branded profile card with a tongue-in-cheek message and “The Official Food of Everything” strapline. When users swipe right they will be served an offer message and a call to action to click through to the Domino’s website.

They Say: Tony Holdway, sales and marketing director of Domino’s, said the campaign “shows what Domino’s and pizza is all about in our customers lives”. Sarah Treliving, managing director of Arena Media, said the Tinder partnership allows Domino’s to reach young adults in a social frame of mind.” Further to that, the creative will appear on the big screen for the first time. She said it “will perfectly showcase the brand to consumers in a visually impressive yet relaxed environment”.

We Say: Having just won the Domino’s account in a competitive pitch this April, lead creative and strategic agency VCCP clearly got straight down to business – producing a series of six TV/digital-ready adverts to challenge the status quo of Sunday roasts, fancy dinners out and nights in with friends and family.

With Squad the team hit all the right notes to appeal to its diverse pizza-loving audience. The ad blends modern-day nerd chic (check out the fidget spinners), a P. Diddy Noughties throwback soundtrack, as well as a nod to the classic lovelorn fixation of 30-something males…the “just-out-of-my-league” playground siren. Magic.