Domino’s has launched a major new campaign this week to promote its new improved New Yorker pizza range.
The commercial, created by Elevencom, features a Domino’s customer playing baseball and hitting a home run in front of a packed New York stadium before celebrating with a delicious pizza. At the height of the celebration, the man is snapped out of his fantasy and back to his living room by his girlfriend.
The campaign was shot during the COVID-19 lockdown on a strictly hygiene-controlled green-screen set, while the stadium, the fans and special effects were created entirely with 3-D computer graphics.
“The campaign was designed to offer an escape to people who have been huddled down at home” said Domino’s chief marketing officer ANZ Allan Collins.
“We wanted to convey the idea that our New Yorker range brings the flavours of New York to your living room,” Collins said.
Elevencom creative strategy director Jono McCauley said the campaign represented the next big step in the brand’s creative evolution.
“For the past 12 months, we’ve been challenging ourselves to deliver bigger and bigger ideas for Domino’s, and to produce this level of creative work despite the lockdown is very satisfying,” McCauley said.
“It was an incredible team production with director, agency and client all providing input via video conferencing from different parts of Australia, and 100,000 screaming fans all brought to life through the magic of CGI,” he said.
Elevencom has been the lead creative agency for Domino’s Australia and New Zealand since 2012.
The campaign will run nationally on TV, online and out of home.
Credits
Domino’s: Allan Collins, Chief Marketing Officer, ANZ
Teneille Rudd, Brand Manager, AU
Peter Walmsley, Senior Production Manager
Elevencom: Jono McCauley, Creative Strategy Director
Ryan Fallowfield, Creative Director
Tim Arrowsmith, Senior Writer
John McLachlan, Operations Director
Production: Taxi Film Production
Jonathan Nyquist, Director
Mark Bishop, Senior Producer
Post Production: Alt VFX
Celeste Fairlie, Senior Producer
Sound: Sounds Like Butter
Stevie-leigh Batiste, Sound Designer
