Domino's Is Now Doing Car Advertising

Spots and Contest Showcase DXP Special Delivery Vehicle

Published on

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.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Feb 22, 2016
Agency:
Crispin Porter + Bogusky
CCO:
Ralph Watson
Client:
Domino's
EVP ECD:
Tony Calcao
VP ECD:
Matt Talbot
VP CD:
Andrew Lincoln
Art Director:
Sean Wright
Copywriter:
Maria Snell
VP Senior Integrated Producer:
Ramon Nuñez
Jr. Producer:
Shelby Hawkinson
VP Account Director:
Alex Guerri
VP 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
Telecine Company:
Company 3
Production Company:
Skunk
Director:
Raf Wathion
President:
Matt Factor
Executive Producer:
Jeanne Stawiarski
COO/EP:
Shelly Townsend
Line Producer:
Scott Craig
Senior Producer:
Matt Moran
Senior 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
EP:
Robert Owens
Lead Flame:
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
EP:
Susie Boyajan
Music Company:
JSM Music
CCO/Composer:
Joel Simon
Composer:
Nathan Kil
EP:
Norm Felker
Animation Company:
Make
Animator:
Joe Kim
Animator:
Josh Clos
CD:
Danny Robashkin
EP:
Oren Robashkin

See more credits

Category
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age