Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Domino's UK Spoofs British Airways Posters With Kids That 'Look Down'

Published on .

Domino's Pizza UK was quick off the mark in creating this parody of British Airways' interactive "Look Up" billboard campaign, in which kids point up at the sky when a BA plane flies over, with the ad carrying the flight number and destination of each plane. In Domino's version, created by media planning and buying agency Arena, the kid points down at a delivery driver, and the board changes with a bespoke message whenever a driver goes by (for example: "Look, it's a Pepperoni Passion for Simon in Acton") together with the hashtag #lookdown.

Most Popular