Domino’s famous yodel echoes everywhere with big TV sponsorship
The pizza chain takes inspiration from classic TV and film moments with these idents.
From wildlife documentaries to crime dramas, horror to romance, with each short mirrors the genre the viewer is about to watch on ITVX or Channel4. However, in a twist, each of the lead characters' desires for Domino’s becomes apparent right at the final moment.
Fans of the brand will recognize the Domin-oh-hoo-hoo yodel, which is now in its third year.
Created by the agency of record VCCP London, the idents are designed to reach a target audience of 18 to 44-year-olds.
David Masterman, deputy executive creative director at the creative shop, said: “Brand idents have a tendency to fall a bit flat. They may be short, but we wanted to apply the love and craft we put into our other comms, we believe they can be every bit as engaging.”
Advertisement
Domino's has sponsored streaming on Channel 4 since 2019 and the deal includes branded idents around premium content on the platform, digital inventory, research and access to 4Studios Content. It has previously sponsored ITV Hub since 2018 and earlier this year, the brand renewed and expanded its partnership with ITVX for a new multi-year deal, which includes sponsorship idents, ITVX takeovers, licensing and research.
Harry Dromey, director of marketing at Domino’s UK & Ireland, said: “We want to maximize the return on investment from our Channel 4 and ITVX sponsorships. That requires brilliant creative. I'm delighted with what VCCP has achieved here. Testing has shown us consumers are big fans of the work. This set will help us keep top-of-mind in the competitive, noisy takeaway marketing.”