The latest U.K. spot from Domino's centers on what it calls "JOMO"—the "joy," rather than the "fear," of missing out.
Narrated by Simon Bird, who starred in comedy show "The Inbetweeners," it starts with a bunch of people at home wondering what they're missing out on, FOMO-wise, and takes us through a series of alternative scenarios—including a tortuous dinner party, noisy movie theater, awful date, pretentious art gallery, rainy music festival and more—that people just aren't enjoying. The inevitable conclusion is that eating a takeout pizza at home is the much better option.
"When you boil it down, what a lot of brands spend their time doing is getting you to carpe-the-diem," said Sam Heath, creative director at VCCP n a statement. "We relish the opportunity to do the exact opposite—celebrating a night in with Domino's as an active choice.”
Directed by Bart Timmer at Outsider, it's an amusing twist on FOMO, boosted by Bird's distinctively sardonic narration. The spot aired during the finale of the "Great British Bake Off" on Channel 4.