Domino’s aims to score big at Premier League Football matches with yodel campaign

Today, Domino’s revealed its latest TV campaign, a 20-second commercial dubbed ‘Physio’ that promotes the pizza chain’s ‘order now for half-time’ message. The ad officially kicks off on September 16 in the United Kingdom and Ireland ahead of the Liverpool versus Wolves tournament on Sky Sports.

Notably, the work brings back Domino’s unforgettable ‘Domin-oh-hoo-hoo’ yodeling campaign. In the campaign’s first film, a referee unabashedly yodeled for pizza while reviewing a key decision during a game.

The campaign’s newest iteration sees Domino’s appearing to hijack the last commercial break before Premier League matches. The film opens with a footballer signaling for help after getting injured. A physio dashes in to help, only for the player to call “Domin-oh-hoo-hoo.” By half time, the two indulge in a Domino’s pizza in the treatment room, highlighting the chain’s speedy delivery times. Developed with Domino’s agency partner VCCP London and media agency Havas Media, the spot was filmed at Wimbledon AFC’s Plough Lane stadium to appear as if the events took place on match day.

David Masterman, deputy executive creative director at VCCP, commented: “Everyone knows what most Premiership players are really thinking about in the first half; it’s a swift Domino’s in the dressing room at half time. So, we gave the world of football just what it needed: some yodeling.”

Regarding the campaign’s media buy, the spot will run in the UK and Ireland from September 16 until 2025. Havas Media helped extend Domino’s longstanding football association with Sky Media for another season, allowing for new idents to play out before the kick-off of all Premier League and Carabao Cup games on Sky Sports, as well as Premier League and Champions League games shown on TNT sports. This builds on the brand’s existing sponsorships of Channel 4 and ITVX.

“We need to let people know that nobody delivers like Domino’s and we know our target audience are big football fans,” said Harry Dromey, director of marketing at Domino’s. “With that brief, Havas Media had the great idea for the media buy a few years ago. I’m delighted with VCCP London for producing this new creative that delivers the message and raises a smile.”

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