Domino's Pulls Out Big Guns For 'Bailout' Effort
The TV commercials broke on Tuesday on Fox's "American Idol"--and, per the company, will air on network and cable. Filmed on location in Washington, D.C., New York and New Jersey, the TV and online spots feature Brandon guiding viewers to Capitol Hill with a bailout offer for Americans: three or more medium, one-topping pizzas or oven-baked sandwiches for $5 each.
In the ads, via Miami-based Crispin Porter + Bogusky, Brandon says: "We know times are hard. It's a reality we are all facing, but I didn't go to Washington to ask for a bailout. Instead, we are giving one. I'm proud to be able to offer our consumers a promotion with such a great deal on pizza. By adding our oven-baked sandwiches to the mix we are further increasing the number of taste varieties to the offering."
The campaign is paired with an online "Super Big Taste Bailout" promo where consumers can nominate a friend who needs a bailout. The two winners and the friends who nominated them get a year's worth of Domino's Pizza items, with the prize delivered directly to their door by Brandon.
The company's Web site, Dominos.com, will have a countdown saying when the delivery will take place, and on which day the site will show Brandon's location, GPS style, as he approaches the winner's house. Once the delivery has been made, the countdown for the next recipient will begin.
A corporate representative pointed out that Dave Brandon's first and only appearance in a Domino's Pizza ad was in late January, when he went on the air to "oven bake" a letter from a lawyer for Subway, who challenged the results of Domino's sandwich taste claim victory over its competitor. "It was a tongue-in-cheek spot that still lives on YouTube," he says.
The company recently introduced "Domino's American Legends," a line of premium products. "And," says the rep, "we will be advertising them again, as they are a permanent product platform. The Big Taste Bailout is a promotion designed to appeal to consumers who are looking for a strong value offer."