Domino’s tackles the cost of living with help from a hapless desert island trio

VCCP’s latest “Domino-oh-hoo-hoo” ad is set on a desert island, where a trio of castaways are so excited to get a pizza delivery that they miss their chance to escape.

The campaign is tied to a 50% off deal, which may be incentive enough to buy Dominos, but VCCP is continuing to build the brand as well – and will be running the work until December 13th.

Harry Dromey, marketing director at Domino’s, said: “Domino’s original yodel campaign struck a chord with the pizza-eating public. We are evolving the campaign to respond to consumer confidence being on the floor. Getting cash-strapped consumers to part with their money is increasingly difficult, so we need to demonstrate the value we offer through having great service, irresistible pizza, at a compelling 50% off. We hope that message lands in a way that will bring a smile to people’s faces.”

Like many VCCP campaigns, this one has started to embed itself in the national consciousness.

MAA creative scale: 7

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.