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Domino's Pizza Advertising VCCP

Domino's Pizza extols the 'Joy of Missing Out' in ad documenting bad nights out


By John McCarthy, Opinion Editor

October 29, 2019 | 3 min read

Domino's Pizza UK has subverted the fear of missing out (AKA fomo) with a new sensation it's calling 'Jomo', the joy of missing out — all for a new ad campaign.


Domino's Pizza UK channels JOMO as the new FOMO

Working with VCCP, the brand has created a campaign to highlight the benefits of a comfortable night in with a Domino's Pizza over a frantic night on the town.

Simon Bird, of Inbetweeners fame, spells out the comic moments that can arise from bad ones.

Emily Somers, chief marketing officer, Domino's said: "Domino's occupies a special place in people's hearts and minds and on any given evening, millions of us across the UK like nothing better than settling in for a night in with friends, family and our favourite pizza.

But as a culture, we're told the opposite - that we should be out there doing something else, being busy all the time. Jomo is our antidote to this phenomenon and exults the specialness of the night in. We've worked closely with VCCP to develop this next instalment of our 'Official Food of Everything' campaign".

Sam Heath, creative director, VCCP added: "When you boil it down, what a lot of brands spend their time doing is getting you to carpe-the-diem. We relish the opportunity to do the exact opposite - celebrating a night in with Domino's as an active choice. If you're suffering from fomo, then jomo is your less pretentious, more relaxed remedy - I mean, I know where I'd rather be!"

The first spot will be airing during the Great British Bake Off final on Channel 4 and will run across TV, radio, digital, All4 Idents, social, digital display, menus and CRM.

Vote for the campaign in The Drum Creative Works.

Domino's: JOMO by VCCP

By Domino's

Overall Rating 4/5

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Domino's Pizza Advertising VCCP

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