Domino's first U.K. work through recently-appointed agency VCCP positions the brand as the "official" food for every occasion, with a lightly comedic touch.
Spots humorously illustrate how Domino's pizza is the requisite grub of twenty-third wedding anniversaries (as we see a couple watching TV with one of them asleep and loudly snoring), of girlfriends being dumped, of movie nights in with the family, or of "squads," as seen here in the strongest spot, a depiction of a nerdy boy gang who think they're seriously cool, despite fidget spinners being their emblem of choice. The spots were directed by The Bobbsey Twins at Homicide via Blink Productions.
According to VCCP, which won the account in April after a review (in which previous agency Iris declined to repitch), the ads aim to show that ordering from Domino's isn't just about getting good food fast; it's a way to bring people together.
While the spots are well-crafted and humorous, the approach seems to differ from the brand's U.S. campaigns, through CP+B, which have sought memorability either by focusing on technology innovations like emoji ordering or on brand transparency.
However, one idea that launches along with the campaign does sound intriguing: a partnership with Tinder aimed at 16-to-34 year olds. The activity will show Tinder users a Domino's-branded profile card with a tongue-in-cheek message and "The Official Food of Everything" strapline. When users swipe right they will be served an offer message.