Domino's Is Now Doing Car Advertising
Spots and Contest Showcase DXP Special Delivery Vehicle
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.
Read the full story on Adage.com.
Credits
- Date
- Feb 22, 2016
- Brand :
- Domino's
- Client :
- Domino's
- 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 :
- BUTCHER
- Editor :
- David Henegar
- Assistant Editor :
- Leah Turner
- Editorial Producer :
- Rob Van
- Music Company :
- Marmoset
- 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 :
- Make
- Animator :
- Joe Kim
- Animator :
- Josh Clos
- Creative Director :
- Danny Robashkin
- Executive Producer :
- Oren Robashkin
- Production Company :
- Skunk
- Executive Producer :
- Jeanne Stawiarski
- COO/Executive Producer :
- Shelly Townsend
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