Domino's New Ad looks Like A Car Ad, And Is

• Advertising Age, Tuesday, February 23, 2016 8 AM

Domino’s Pizza has a new campaign that looks a lot like a commercial for a cool new sub-compact with a built-in oven. It’s the DXP, the specialty "delivery expert" car Domino's rolled out in October. In one spot, a voice-over explains vehicle features while an engineer with a clipboard goes over the vehicle. There are 97 DXPs on the road after the Fall launch. Because of demand, Domino's plans to build another 50 or so this year.

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