Domino's has swapped scooters for dodgems as it launches hot doughnuts to its dessert menu as part of an ongoing mission to deliver moments of greatness.
The campaign, created by Iris, uses the fact that the smell and taste of hot doughnuts is synonymous with the fairground through the use of amusement attraction – the dodgems.
In the ad Dominos delivery drivers leave behind their scooters and instead use colourful bumpercars to deliver the hot and tasty treats.
Simon Wallis, sales and marketing director, Domino's, explained that the pizza brand likes to “surprise” with its advertising and “find new ways to show our passion for bringing Domino’s front of mind”.
“This new creative demonstrates how we lead the field in delivering great feel good moments - this time taking an unexpected focus onto our new menu offering doughnuts,” he said.
Andy Taylor, Iris creative director, added: “Nothing says hot doughnuts like the fairground says hot doughnuts, and nothing says the fairground like the dodgems. So we figured it’d be great fun to have branded dodgems whizzing around delivering more greatness from Domino's.”
Media planning and buying was handled by Arena with the TV spot (running from this week) supported by a through-the-line campaign.