Domino's Is Now Doing Car Advertising

Spots and Contest Showcase DXP Special Delivery Vehicle

Published On
Feb 22, 2016

Editor's Pick

Domino's is launching advertising for a product its customers cannot buy.

The restaurant chain's new campaign showcases DXP, the specialty "delivery expert" car Domino's rolled out in October. It is promoting the use of the cars with commercials that humorously play off auto advertising. In one, the car races across the desert. In another, an authoritative voice-over explains some of the vehicle's unique features as a guy in a white lab coat gives it a once over.

It is too soon to say whether the cars, with their bright Domino's logos and unique look, will have an impact on sales, but they are being noticed. There are 97 DXPs on the road after the fall launch, and demand from franchisees is strong enough that Domino's plans to build another 50 or so this year, said Chief Marketing Officer Joe Jordan.

"It's a tangible example of the fanaticism we feel as a pizza delivery company," Mr. Jordan said. "We really did do this. This is a dedicated, purpose-built pizza delivery car."

"We knew we wanted to pull from the conventions of car advertising and insert our brand story," said Matt Talbot, VP-exec creative director at CP&B. The agency has been Domino's agency of record since 2007 and its client roster also includes an actual car brand, Infiniti.

Promoting the car is the latest part of Domino's push to show consumers how everything from emoji ordering to a delivery vehicle with a built-in warming oven can improve the pizza ordering process.

"Dominos is a technology company disguised as a marketing company disguised as a pizza company," J.P. Morgan restaurant analyst John Ivankoe said in a recent research note.

Domino's has long been a leader in pizza delivery and trying new ways to improve the process, such as its Heatwave bags to keep pizzas warm. In 2012, the company launched its Ultimate Delivery Vehicle competition as another way to improve the delivery process. A commercial at the time showed CEO Patrick Doyle asking delivery drivers what ideas they had. One asked for an oven in the car. Another suggested a tank.

A contest will award one of the tricked out vehicles to a store owner chosen from finalists that get the most votes from consumers in the coming months. The car costs about $25,000.

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Feb 22, 2016
Brand :
Client :
Agency :
Crispin Porter Bogusky
Chief Creative Officer :
Ralph Watson
Executive Vice President, Executive Creative Director :
Tony Calcao
Vice President/Executive Creative Director :
Matt Talbot
Vice President/Creative Director :
Andrew Lincoln
Art Director :
Sean Wright
Copywriter :
Maria Snell
Vice President, Senior Integrated Producer :
Ramon Nuñez
Junior Producer :
Shelby Hawkinson
Vice President, Account Director :
Alex Guerri
Vice President, Account Director :
Kristi Kirkeide Boutiette
Content Supervisor :
Brittany Tangsrud
Content Manager :
Michelle Robertson
Content Manager :
Sam Carolan
Business Affairs :
Lisa Gillies
Group Director, Strategy :
Dean McBeth
Group Director, Strategy :
David Burg
Cultural Anthropologist :
Jason Abdilla
Director :
Raf Wathion
President :
Matt Factor
Line Producer :
Scott Craig
Telecine Company :
Company 3
Senior Producer :
Matt Moran
Colorist :
Siggy Ferstl
Editorial Company :
Editor :
David Henegar
Assistant Editor :
Leah Turner
Editorial Producer :
Rob Van
Music Company :
Music Producer :
Rob Dennler
Music Producer :
Katy Davidson
Music Producer :
Tim Shrout
Music Composer :
Kevin Matley
Music Composer :
Will Canzoneri
Post Production :
Method Studios
Executive Producer :
Robert Owens
Lead Flame Artist :
Wensen Ho
2D Artist :
Emily Irvine
2D Artist :
Justin Monnier
Producer :
Paula Jimenez
Producer :
Julia Paskert
Mix and Sound Design :
Lime Studios
Engineer :
Matt Miller
Executive Producer :
Susie Boyajan
Music Company :
JSM Music
Chief Creative Officer/Composer :
Joel Simon
Composer :
Nathan Kil
Executive Producer :
Norm Felker
Animation Company :
Animator :
Joe Kim
Animator :
Josh Clos
Creative Director :
Danny Robashkin
Executive Producer :
Oren Robashkin
Production Company :
Executive Producer :
Jeanne Stawiarski
COO/Executive Producer :
Shelly Townsend

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