Celebs Click, Text, Tweet and Tap to Order Domino's

New Commercial Highlights Domino's Ordering Capabilities Rather Than Pizza

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Richard Sherman tweets to satisfy his pizza craving, and Eva Longoria clicks her TV remote to place an order. Domino's is using celebrities in its latest TV ad to show how easy it can be to order using gadgets.

Domino's customers can order "AnyWare," as the Michigan-based pizza delivery chain likes to say. That means, of course, through a regular phone or computer. But these days customers can also order (from their preset profiles) via text, tweet, smart TV, smartwatch and even from the car, if it's a Ford with Sync AppLink.

According to marketing technology firm Amobee, rival Pizza Hut has more digital awareness than Domino's, though Domino's has "successfully carved a niche for themselves as the brand most associated with smartphones and placing orders over social media."

The company's newest 30-second commercial from Crispin Porter + Bogusky is set to start airing Monday. In it, Ms. Longoria orders a pizza using her TV remote, "Modern Family" actress Sarah Hyland texts her order with a pizza emoji, Seattle Seahawks cornerback Mr. Sherman takes a break on the field to tweet a pizza emoji and "The Avengers" actor Clark Gregg orders with a tap on a smartwatch.

Domino's also shot 15-second versions featuring each of the celebrities for later use. For example, it may run the one focused on Mr. Sherman during NFL games this season.

Karen Kaiser, Domino's VP-national advertising, said the celebrities were chosen in part because of their affinity with each device. Mr. Sherman, with 14,000 tweets and counting, "is known to be a big user of Twitter and has a big following." And Mr. Gregg "always plays that kind of secret agent-ish kind of guy so he seemed liked a logical choice for a smartwatch."

It is the first time Domino's has used celebrities in a commercial since 2011, when Top Chef contestant Fabio Viviani promoted artisan pizzas. Since then, many of the people in the chain's commercials have been employees of the company, including CEO J. Patrick Doyle.

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