THE DOMINO’S PIZZA FOR PEOPLE WHO DON’T LIKE DOMINO’S

The Brief: Some people don’t like our hand tossed pizza because they think it’s too dough-y. But Domino’s is launching a New York Style pizza– how do we talk about it in a way that can invite new customers and bring old ones back?

The Result: After convincing our CEO ( a native New Yorker) to be in the spot, sifting through hundreds of real people casting, 6 focus groups, and one fake research group later, we had a spot. One that tested at 99%, which is the highest score one can get. No Biggie.