Domino's gets straight to the point of what everyone is probably thinking in a new social campaign promoting its cheeseburger pizza in the U.K.--the tagline is 'The official food of WTF!'

A social media campaign created by VCCP features a series of zany semi-animated ads directed by James Papper via Blinkink. 

The films feature a split screen; on the bottom we see people eating a slice of the cheeseburger pizza; however, in the top half, their face turns into an animated world of what the agency calls "WTF-ness." Think nuclear explosions, erupting volcanos, smashed-up guitars and burgers with eyes wearing wizard robes. 

The online and social campaign is also accompanied by radio ads which are set inside someone’s head just as they begin to tuck into cheeseburger pizza. Listeners will hear the internalized thoughts of the person’s taste buds and eyesight as they communicate and fight over what he’s eating.