Domino’s Unveils Humorous ‘Tearing Loved Ones Apart Since 1985’ Campaign with VCCP London

6 months ago

Domino’s is so good it’s ‘tearing loved ones apart’ in brand new VCCP led ad campaign

One of the UK’s most iconic pizza delivery companies has released its new campaign in partnership with VCCP London.

Domino’s has unveiled the latest chapter of its ongoing Domin-oh-hoo-hoo campaign, introducing a new 30″ spot showing a ‘brutally honest take on sharing’. The Tearing Loved Ones Apart Since 1985 film, created in collaboration with strategic creative agency VCCP London, focuses on funny moments as families and friends fight to be the first to get the Domino’s delivery.

With slow motion shots of the action, each scene of the advert showcases people’s expressions as they battle it out for a slice.

The new campaign is a new evolution of Domino’s famous Domin-oh-hoo-hoo sonic branding, which is redefined as an operatic soundtrack to the dramatic scenes of loved ones fighting in an over-the-top way to generate more fame for the brand.

Multi-award winning Director, Aaron Stoller elevates the humour in everyday situations and has managed to magnify the humour in the concept, that ‘humans are notoriously bad at sharing the things that they love, even with those they love the most.’

Harry Dromey, Director of Marketing at Domino’s said: “To stay ahead of the competition, we need to invest in high impact creative. The key to which is having an interesting idea based on a strong consumer insight and brand proposition.

“Consumer testing has shown that we have brought this idea to life in a way that people enjoy. We can’t wait to share it with the wider world.”

The joy of sharing is a lie, and deep down we don’t want to do it

David Masterman

David Masterman, Deputy Executive Creative Director at VCCP added: “Who really enjoys sharing? The joy of sharing is a lie, and deep down we don’t want to do it – when the doorbell rings we just want to grab that Domino’s box and keep it all to ourselves.

“Creating a film that ramps up the tension and drama of that moment with beautiful slow motion scenes capturing the victors and the vanquished – and to top it off, a mighty, over-the-top, operatic soundtrack where the only lyrics are ‘Domin-oh-hoo-hoo’. Lots of brands claim to bring families together, we thought we’d celebrate how we do the reverse.” 

The campaign launches across TV, BVOD, Cinema, Audio (Radio), D/OOH Social and Digital in the UK and ROI until 12 November, media planning and buying was carried out by Havas Media.

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