Domino’s in the United States and Netflix are proving once again that a slice of creativity (and pepperoni) can go a long way. Ahead of Squid Game Season 2, the pizza chain has resurrected its fan-favourite Emergency Pizza campaign, bringing it to the cutthroat world of the infamous Netflix series. The result? A promotional stunt that’s equal parts entertaining, high-stakes, and delicious.
The co-branded campaign, developed with Domino’s agency of record WorkInProgress, includes two video spots directed by Oscar-nominated filmmaker Ted Melfi. The ads, which debuted on Nov. 30 during a college football game, imagine how Emergency Pizzas might serve as literal life-savers for Squid Game players.
In the first spot, a contestant caught moving in the “Red Light, Green Light” game knows he’s seconds away from meeting his end. But instead of panicking, he orders an Emergency Pizza. Delivered via a trap door, the pizza causes such a stir that the automated snipers lose focus, allowing him to escape unscathed—though not before enjoying a slice.
The second ad ups the stakes in the tense Dalgona candy challenge. When a player cracks her honeycomb cookie, she cleverly bribes a Pink Guard with an Emergency Pizza in exchange for a perfect cookie. Thanks to the perfectly placed pepperoni, she gets a second shot at the game.
The spots are airing on Netflix’s ad-supported tier, linear TV, and across co-branded paid and organic social channels, ensuring plenty of eyeballs on this hilariously dark campaign.
But Domino’s isn’t stopping at screen time. The brand is also stepping into the real world with a presence at Squid Game: The Experience in New York City. In this immersive attraction, players compete in challenges inspired by the series, and the stakes are high—though, thankfully, not deadly.
On Dec. 12, Domino’s will reward the lowest-scoring player in each group with a consolation prize worthy of a real winner: $500 in gift cards, good for a year’s worth of Emergency Pizzas. After all, sometimes even the worst players deserve a slice of the action.
This isn’t Domino’s first partnership with Netflix. Last year, the pizza chain launched a “mind-ordering app” tied to Stranger Things. But this collaboration with Squid Game comes at a particularly exciting time for Domino’s, as it marks the first major campaign since Kate Trumbull took over as chief marketing officer on Nov. 1.
Trumbull, who originally spearheaded the Emergency Pizza program as Domino’s chief brand officer, has seen the campaign blossom into a core part of the chain’s marketing strategy. Since its debut last year, Emergency Pizza has reinvigorated sales and brought two million new members into Domino’s loyalty program.
The campaign underscores how Netflix is embracing brand partnerships as it develops its advertising platform. For Domino’s, it’s another opportunity to prove that pizza is the ultimate comfort food—even when facing down Pink Guards and high-stakes games.
“We’re excited to partner with Domino’s again as they continually push creative boundaries,” said Magno Herran, Netflix’s vice president of partner and brand marketing, in a statement. “Their Emergency Pizza campaign was the perfect fit for Squid Game because if anyone understands an emergency, it’s the players in the game itself.”
With Squid Game Season 2 dropping on Dec. 26, Domino’s and Netflix are making sure fans are well-fed, whether they’re competing in deadly challenges or just binge-watching from the couch. One thing’s for sure: in the game of life, Emergency Pizza is always a winning move.
