Domino's celebrates 'JOMO,'the 'Joy of Missing Out'

'The Inbetweeners' actor Simon Bird narrates U.K. spot from VCCP

Published On
Oct 30, 2019

Editor's Pick

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. 



Oct 30, 2019
Client :
Agency :
Executive Creative Director :
Darren Bailes
Creative Director :
Sam Heath
Creative Team :
Chris Russell
Creative Team :
Ahmed Ellabib
Agency Producer :
Charlie Hodges
Agency Producer :
Sydney McGauran
Integrated Producer :
Brad Willis
Media Agency :
Production Company :
Director :
Bart Timmer
Account Team :
Jessica Aspinall
Account Team :
Myles Cryan
Account Team :
Max Glanvill
Account Team :
Sophie Maher
Planning :
Gethin James

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