People yodel their pizza orders across town in a fun new campaign from Domino's in the U.K., promoting its group ordering feature.
Customers can now place orders in groups via the Domino's app. But the TV ad takes creative license with the idea by showing a group of friends connecting via more traditional (Alpine) method. Subtitles are helpfully provided; so, yodeling "Domino-oh-hoo-hoo" means, "Domino's round mine?" Others join in with more specific requirements, like size, base type and topping selections.
The spot, by VCCP, was directed by Sam Hibbard at Somesuch, and the production employed a yodeling expert and teacher from Germany, who coached the actors on their performances. The yodeling theme also runs across a wider campaign across the U.K. and Ireland; a radio ad will feature the yodeling coach giving some lessons, while social media will encourage people to yodel online, including with a Snapchat lens. Outdoor ads include specially commissioned murals from local artists in Birmingham and Sheffield, illustrating the yodeling theme.
Domino's says the theme of the campaign is about people coming together, particularly after the lockdowns. "As the nation recovers from the pandemic, we wanted to encourage families and friends to reconnect and enjoy a Domino’s together," said Sarah Barron, chief marketing officer at Domino’s, in a statement. "What better way to get people's attention than to yodel it from the rooftops (or your flat window).”
“How to cut through in a world where everyone is talking about reunions? We yodel," added David Masterman, creative director at VCCP. "Domino’s has always brought people together, but after the year we've all been through, it means so much more. At long last, it's time to put out the call.”
Domino's isn't the only fast food brand to employ yodelers recently; Burger King's "Cows Menu" campaign, which won Best Work for Good this week in the Creativity awards, used yodeling kids to get attention for its methane-reducing burgers.
See all of Ad Age's A-List and Creativity 2021 winners here.