Created by media company VCCP and its newly-launched production studio Girl & Bear, the piece opens with a quintessentially Christmas choir poised to belt out a traditional carol, only to begin yodelling for pizza.
Usurping expectations, the spontaneous shift in tone grabs the attention of audiences and viewers alike with the message that pizza is as deserving of a place at the Christmas table as turkey and Brussels sprouts.
Promoting the fast-food chain’s festive-themed menu, the campaign concludes with the message ‘Get everyone together with a Domino’s this Christmas,’ highlighting the social bonds that can form by sharing a meal.
Sarah Barron, chief marketing officer at Domino’s, said: “Our ambition was to give our customers that warm, familiar feeling of Christmas that many of us missed out on last year, but this time with a hint of the iconic Domino’s humor. We set out to create a campaign that makes people laugh and cuts through the emotional ‘heartstrings’ Christmas ads that are always popular this time of year.”
David Masterman, creative director at VCCP, added: “Have you ever heard a yodelling choir singing beautiful Christmas carols? We thought not. And that’s what makes Domino’s different – we’re always determined to deliver creative that people don’t expect and that makes people crack a smile.”
The 40-second ad will air across TV, radio and out-of-home (OOH) in a roll-out orchestrated by Havas Media, capping a year in which the brand reintroduced its forgotten ‘Noid’ mascot from the eighties to court today’s TikTok generation.