Domino’s Pan Pizza: Irresistible attraction that distracts from what you’re doing

Domino’s has rolled out a campaign to communicate the launch of its Pan Pizzas. The campaign consists of two TVCs which have conceptualised by Contract Advertising.

 

One of the films opens on a football field, where a goal keeper is shown intentionally scoring an own goal. His manager reacts to this by substituting him immediately. The next shot shows one of the players intentionally falling down and holding on to his ankle to show that he is injured; a stretcher comes on to get him off the field and he’s replaced. This is followed by a team mate of his kicking the referee instead of the ball, which gets him a Red Card and he’s sent off. The suspense behind these irrational moves is then thrown open as the trio are shown waiting in the dressing room for the delivery of their Pan Pizzas from Domino’s. The voice over then introduces the new offering from Domino’s and the film ends with shots of the three footballers enjoying the pizza.

 

A second film follows a similar script and opens on set of a play rehearsal. One of the characters, playing the role of Tansen, pretends to be afflicted by a throat problem and exits the set. He’s followed by an actor playing the role of a horse, followed by a man tasked with fanning the royalty. The lady playing the role of Jodha is the next to escape. The four meet in the dressing room and await the delivery of their pizza. The Domino’s delivery boy is shown entering the room and the voice over introduces the Pan Pizza range.   

 

On the new campaign, Harneet Singh Rajpal, VP marketing, Domino’s Pizza India, said, “Both our commercials are based on real life situations which bring forth the urge and desire in people to have the soft, buttery, crunchy Pan Pizza leaving aside whatever they are doing. Football players and actors from a college play run away from their game and performances in order to cherish the taste of the new Pan Pizza. Keeping in focus the brand’s positioning on relationships, the new innovative product brings together people in a funny and mischievous way to enjoy their naughty ‘pizza’ moments together.”

 

Mayur Hola, ECD, Contract Advertising, Gurgaon, said, "This has to go down as the funniest exercise as every time we went to share work or shoot it, we would 'experience the product’ yet again. It truly is the tastiest pan pizza ever. This greed is exactly what we played up in the spots. There is a core bunch of friends amongst a larger group who dump it all and sneak off to enjoy the Pan Pizza they have ordered. The films are fun and I’m sure the young at heart will vibe with them."

 

Pooja Malhotra, VP, client servicing, Contract Advertising Gurgaon, added, “The challenge for us was to communicate Domino’s Fresh Pan Pizza as the tastiest pan pizza ever, the tastiest being a combination of cheesy, soft, buttery and crunchy. We had to this without hinging on any one attribute but by encapsulating all under one common thought. This led us to thinking about what all happens in the anticipation of something really tasty arriving. The campaign reflects this very insight through the stories of close friends who mischievously sneak out, for their favourite pan pizza. The thought is aptly captured in the line, ‘Iska order nikla toh sab nikal liye’ (Everyone will leave what they’re doing, when this order is on the way).”

The TVCs are also supported by digital media and OOH.

Credits

Client: Dominos
Agency: Contract Advertising
NCD: Ashish Chakravarty
ECD: Mayur Hola 
Creative team: Souvik Datta,  Uddipta Borah, Ritrup Biswas,  Abhinav Parshad , Dhruv Tiwari, Anushree Jain, Shruti Bhatia.
Account management team: Pooja Malhotra, Ashit Chakravarty, Heena Kohli and Virender Bhawnani
Films Dept.:  Mahendra Solanki
Director: Nikhil Rao
Production house: Jamic Films